# In-Closet Car Commercials This Kia Super Bowl Ad Showcases the Optima in a 'Walken Closet' By Laura McQuarrie | Published 2016-02-06 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/walken-closet References: [adweek](http://www.adweek.com/news/advertising-branding/christopher-walken-shines-kia-super-bowl-ad-likens-optima-pair-socks-169362) & [kia](http://www.kia.com/us/en/vehicle/optima/2016) This year's [Kia](https://www.trendhunter.com/trends/kia-squares) Super Bowl commercial is a quirky one titled 'Walken Closet.' Naturally, the punny advertisement stars Christopher Walken, who likens the 2016 Kia Optima to the world's best pair of socks. The commercial begins by introducing a man who lives in a house of neutral colors, who goes looking for a missing beige sock in his walk-in closet. In his closet sits Christopher Walken, who gives him a speech on going through life like a wallflower. In contrast, he urges the beige man to embrace stand out and embrace bold choices. Suddenly, his walk-in closet opens up to reveal a compartment that contains the Kia Optima, which he is able to get a thrill out of driving. This year, a few of the other brands that are prominently featuring celebrities include [Amazon](https://www.trendhunter.com/trends/amazon-holiday-campaign), MINI USA, T-Mobile, LG and [Hyundai](https://www.trendhunter.com/trends/where-have-you-been). ## Trend Insights (Trend Hunter) - Score: 1.2/10 - Popularity: 7% | Activity: 22% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### Why This Trend Is Growing - **Celebrity Endorsements in Advertising:** The use of celebrities in advertisements can captivate audiences and create a memorable brand image, offering new opportunities for companies to promote their products. - **Quirky and Unconventional Marketing Campaigns:** Unconventional advertisements that utilize humor and unique storytelling approaches, like Kia's 'Walken Closet' commercial, have the potential to stand out and resonate with consumers, providing a disruptive innovation opportunity for businesses to explore. - **Enhanced Product Placement Techniques:** Incorporating products seamlessly into unexpected contexts, such as featuring the Kia Optima inside a walk-in closet, can effectively showcase a brand's offerings and create a strong association between the product and the desired lifestyle, opening up avenues for disruptive innovation in product placement strategies. ### Industries Being Reshaped - **Advertising Industry:** The advertising industry can benefit from exploring new ways to leverage celebrity endorsements, unconventional marketing campaigns, and enhanced product placement techniques to create impactful advertisements and drive brand success. - **Automotive Industry:** Automotive companies have an opportunity to innovate in their marketing strategies by utilizing unique product placements and storytelling approaches, allowing them to differentiate their vehicles and appeal to consumers in a crowded market. - **Entertainment Industry:** The entertainment industry can explore collaborations with brands to create captivating advertisements that integrate celebrities and authentic storytelling to captivate audiences and forge memorable connections between products and consumers. ## Related on Trend Hunter - [Influencer-Starring Car Commercials](https://www.trendhunter.com/trends/toyota-2.md) - [Humorous Automotive Campaigns](https://www.trendhunter.com/trends/where-have-you-been.md) - [Second-Screen Vehicle Sweepstakes](https://www.trendhunter.com/trends/kia-squares.md) - [Empowering Car Ads](https://www.trendhunter.com/trends/carmax1.md) - [Humorous AI-Forward Spots](https://www.trendhunter.com/trends/act-like-you-know.md) - [Kickoff Footwear Commercials](https://www.trendhunter.com/trends/skechers-big-game.md) - [Celebrity Super Bowl Commercials](https://www.trendhunter.com/trends/skechers-no-t.md) - [Cheeky Auto Campaigns](https://www.trendhunter.com/trends/he-got-money.md) - [United Mascot Commercials](https://www.trendhunter.com/trends/instacart-super-bowl.md)