• by Amy Corr  @MediaPostOTL, February 3, 2016

Could this ad use a little more cowbell? Kia released its Super Bowl spot promoting the 2016 Optima and starring Christopher Walken. "Walken Closet," running in the fourth quarter, stars Walken as a colorful man sent to add pizzazz to a man's dreary beige wardrobe. Rather than blend in, Walken wants the man to don colorful socks and take a spin in the 2016 Optima. The spot, created by David&Goliath, ends with the pair riding in the Optima and Walken making sock puppets. See it here. The goal of the campaign is to introduce the revamped Optima as a midsize sedan that stands out in its automotive category. Leading up to the Super Bowl, Kia used IBM's Watson to connect brands with ideal social media influencers. Kia then selected the most relevant social media influencers for its #AddPizzazz campaign. Prior to the Super Bowl, nearly 100 of influencers received a pair of the colorful Stance socks featured in "Walken Closet" and were encouraged to share how they "add pizzazz" via their social media outlets.