Kia Motors America’s (KMA) 2016 Super Bowl commercial, will star the Academy Award-winner Christopher Walken.The actor employs a colourfully stylish sock to demonstrate how the next generation Optima stands out in the midsize saloon segment filled with entries that look and drive the same.
Set to air in the fourth quarter of the big game – ‘Walken Closet’ is the centrepiece of Kia’s multiplatform campaign. It spotlights the all-new 2016 Optima as the vibrant alternative for those searching for more in a vehicle segment whose hallmarks are basic, boring and uninspired. As Walken explains in the spot, “There are two kinds of people in this world. Those who are content to blend in … then there are those who expect more. They’re exciting. They have pizzazz.”
“No one is cooler or as instantly recognisable as Christopher Walken, and on advertising’s biggest stage Kia is out to show the world the all-new Optima delivers a level of refinement and sophistication unlike anything else in the midsize segment,” said Michael Sprague, chief operating officer and EVP, KMA.
“2016 marks Kia’s seventh straight appearance in the Super Bowl, and each year our goal is to deliver something upbeat, fun and memorable that aligns with Kia’s forward-thinking vision,” said Sprague. “We are never afraid to challenge conventional thinking and go our own way, and our #AddPizzazz efforts are the latest example of what makes Kia, and the Optima, stand out.”
Before and after the Super Bowl, the fully integrated campaign brings the spirit of “Walken Closet” to life across multiple channels. It also breaks new ground in digital engagement, as Kia is the first brand to utilise a new technology solution from Influential, a Mobile First influencer platform, using IBM Watson to connect brands to some of the most highly engaged influencers on social media.
In the weeks leading up to the Super Bowl, nearly 100 of these influencers received a pair of the colourful Stance socks featured in “Walken Closet” and were encouraged to share how they “add pizzazz” to their lives on their social media channels. The content was then pulled into Kia’s Tumblr page, allowing people to find, connect, create and share additional content.
The Super Bowl “Walken Closet” commercial can be watched here.