Christopher Walken works with a sock puppet in Kia Super Bowl ad

David & Goliath's 'Walken Closet' is the automaker's seventh in-game ad

After teasing viewers last week with a sneak peek of its "Walken Closet" Super Bowl ad, Kia has released the full spot from David & Goliath online. The 60-second ad will run in the third quarter after Coldplay’s halftime show.

Poor Richard just wants to put on his comfortable beige socks, but he gets an earful from an unimpressed Walken, who’s been waiting patiently in Richard’s bedroom closet with a carefully concealed sock puppet on hand. "Beige is boring," unlike the Kia Optima, Walken intones, a rarity among mid-size sedans.

This is Kia’s seventh Super Bowl ad. Last year, the car company pushed its Sorento sport utility vehicle in a spot featuring Pierce Brosnan looking for action and adventure but finding himself pleasantly contented with a quiet drive and companionship. At first glance, Kia hasn’t strayed far from that tested formula this year (though it’s reduced its special effects budget considerably), but there are some new innovations outside the ad itself.

Kia enlisted IBM’s supercomputer Watson, which now powers everything from predictive medicine to interactive toys, to identify influential social media personalities with large following to engage with the brand both during and after the ad airs and use the campaign’s hashtag #AddPizzazz. Kia wooed them with packages containing multicolored socks, Walken not included.

Campaign credits

Agency: David&Goliath
Founder & Chairman: David Angelo
Chief Creative Officer: Colin Jeffery
Chief Digital Officer: Mike Geiger
President: Brian Dunbar
Chief Strategy Officer: Seema Miller
Creative Director: John O’Hea
Creative Director: Brandon Davis
Art Directors: Shaun Wright, Mike Cornell
Copywriters: Joe Shaner, Andy Sciamanna
Senior Digital Art Director: Bernice Chao
Senior Digital Art Director: Matt Koulermos
Senior Designer: Katherine Ahn
Director of Creative Services: Frannie Rhodes
Senior Project Manager: Kemit Ray
Director of Broadcast Production: Paul Albanese
Executive Broadcast Producer: Christopher Coleman
Director of Art Production: Andrea Mariash
Senior Print Production Manager: Elisa Atwood
Digital Producer: Justine Kleeman
Managing Director: Jeff Moohr
Account Director: Gordon Gray
Account Executive: Annelise Lorenzo
Digital Account Director: Jeanann Grubbs
Digital Account Supervisor: Sarah Kirsch
Planning Director: Andrew Lynch
Senior Planner: Ed Gibson
Senior Digital Strategist: Rachel Fletcher
Director, Business Affairs: Rodney Pizarro
Business Affairs Manager: Camara Price
Product Information Manager: Russ Wortman
Product Information Manager: Mark McNaul
Production Company: MJZ
Director: Matthijs Van Heijningen
Director of Photography: Joost van Gelder
President: David Zander
Senior Executive Producer: Eriks Krumins
Producer: Donald Taylor
Editorial Company: Cut+Run
Editor: Steve Gandolfi
Assistant Editor: Sean Fazende
Managing Director: Michelle Eskin
Executive Producer: Carr Schilling
Head of Production: Amburr Farls
VFX Creative Director: Paul O’Shea
VFX Senior Producer: Karen Anderson
VFX Producer: Abisayo Adejare
VFX Senior Compositor: Mark Holden
Grade: MPC LA
Color Executive Producer: Meghan Lang
Color Associate Producer: Rebecca Boorsma
Colorist: Ricky Gausis

Music & Sound Design: Stimmung
Composer: Cyrus Melchor
Sound Designer: Gus Koven
Creative Director: Rory Doggett
Executive Producer: Ceinwyn Clark

Mix: Margarita Mix
Sound Engineer: Nathan Dubin


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