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Last year, Kia put onetime super spy Pierce Brosnan in a campaign that cast its 2016 Sorrento as "The Perfect Getaway Vehicle."
This year, Kia's celebrity spokesperson is Christopher Walken—and in David&Goliath's seventh consecutive Super Bowl ad for its first and largest client, the actor would like to invite viewers into his "Walken Closet." ... Get it?
Walken will help promote the 2016 Kia Optima in a full 60-second spot set to run in the third quarter. Last week's still-shot teasers suggested a sock puppet might play a significant role, and the new "first-look" clip hints at the sock's origin story.
"Walken Closet" follows two 30-second spots narrated by the ghostly actor that launched earlier this month. In "Middle C," Walken cast the Optima as a standout in a midsize-sedan sea of mediocrity.
"Cookie Cutter" followed the same theme, with the Optima playing the role of next-gen leader of the auto industry's least sexy category.
As Kia puts it, the new Optima is "the vibrant alternative for those determined not to blend in."
Walken, who's never been accused of fading into the background, might make the ideal spokesperson for the campaign.
• For more Super Bowl 50 news, check out Adweek's Super Bowl Ad Tracker, an up-to-date list of the brands running Super Bowl spots and the agencies involved in creating them.