Turning a Car Into a Conversation Starter

Insight:
The Kia Optima is often overlooked in a sea of sameness. Our challenge was to shift perception—from practical to memorable. The idea? Just like a bold pair of polka-dot socks can transform an outfit, the right car can add unexpected flair to your life. Enter Christopher Walken, the ultimate symbol of unexpected charm.

The Strategic Solution:
For Super Bowl 50, we launched Add Pizzazz, comparing the Kia Optima to a pair of colorful socks in a memorable spot featuring Christopher Walken. We extended the idea into culture by collaborating with iconic sock brand Stance to design a limited-edition sock inspired by the campaign.

To fuel the buzz beyond the broadcast, we built an unconventional, interactive digital campaign:

• Instagram games and real-time GIFs

• Influencer unboxing experiences featuring custom sock packages

• Surprise-and-delight giveaways, including free pizza for anyone who misspelled “pizzazz” online

• Viral Vines (back when Vines were a thing)

The idea was simple—turn every touchpoint into a moment of unexpected joy and conversation.

The campaign gained so much traction that ABC’s Nightline featured it in a behind-the-scenes segment.

Results:

• One of Kia’s most talked-about Super Bowl campaigns to date

• 300M+ impressions across digital and social (source: agency report)

• Featured on ABC Nightline, Adweek, Fast Company, and multiple press outlets

• Boosted Kia Optima brand awareness significantly during the Super Bowl window

• Recognized as a standout Super Bowl campaign by multiple media outlets, including Adweek’s “Top 5 Super Bowl Campaigns”