Kia Walken Closet adds Pizzazz

Kia’s 2016 Super Bowl campaign, “Walken Closet”, promotes the 2016 Kia Optima through a focus on adding pizzazz, led by actor Christopher Walken. A young man heads to the Walken closet (walk-in closet) in search of his beige socks. There he encounters Christopher Walken and the 2016 Kia Optima. Walken lays out the alternatives. “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.”

Christopher Walken with socks in Kia Walken Closet commercial

“With aggressive exterior styling, genuine Nappa leather seats, and a 2.0L GDI turbo engine, the next generation Kia Optima is a midsize sedan that makes a statement. It stands alone in a category that’s as bored and uninspired as beige socks.”

Christopher Walken with beige driver in Kia Walken Closet commercial

Digital Engagement

Before and after the Super Bowl, the spirit of “Walken Closet” was brought to life across multiple channels using technology solution from Influential. By tapping into IBM Watson’s Personality Insights API, Influential helped Kia select and activate the most relevant social media influencers for the #AddPizzazz campaign. In the weeks leading up to the Super Bowl, nearly 100 of these influencers received a pair of the colorful 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 Kia Walken Closet campaign was developed at David&Goliath by chairman David Angelo, chief creative officer Colin Jeffery, chief digital officer Mike Geiger, president Brian Dunbar, chief strategy officer Seema Miller, creative directors John O’Hea and Brandon Davis, art directors Shaun Wright and Mike Cornell, copywriters Joe Shaner and Andy Sciamanna, senior digital art directors Bernice Chao and 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 Gleeman, managing director Jeff Moor, account director Gordon Gray, account executive Annelise Lorenzo, digital account director Jeanine Grubbs, digital account supervisor Sarah Kirsch, planning director Andrew Lynch, senior planner Ed Gibson, senior digital strategist Rachel Fletcher, business affairs director Rodney Pizarro, business affairs manager Camara Price, production information managers Russ Wortman and Mark McNaul.

Filming was shot by director Matthijs Van Heijningen via MJZ with director of photography Joost van Gelder, president David Zander, senior executive producer Eriks Krumins, and producer Donald Taylor.

Editor was Steve Gandolfi via Cut+Run with assistant editor Sean Fazende, managing director Michelle Eskin, executive producer Carr Schilling, head of production Amburr Farls.

Visual effects and telecine were produced at MPC by creative director Paul O’Shea, senior producer Karen Anderson, producer Abisayo Adejare, senior compositor Mark Holden, colourist Ricky Gausis, color executive producer Meghan Lang, and associate producer Rebecca Boorsma.

Music and sound design were produced at Stimmüng by composer Cyrus Melchor, sound designer Gus Koven, creative director Rory Doggett, executive producer Ceinwyn Clark. Sound was mixed at Margarita Mix by sound engineer Nathan Dublin.