2016 Super Bowl commercials: Can Christopher Walken make you buy a Kia Optima?

Car manufacturers have a pretty hard challenge when it comes to airing ads during the Super Bowl — or really any other time for that matter. Their products are so expensive that there’s really only so much risk that they can take alienating their audience; they have to be universal for the most part in how they promote, and they also have to show off some of the car’s features and what makes it stand out from the competition.

One of the few ways they can innovate are in either storytelling or celebrity endorsement. Kia this year has chosen the latter courtesy of Christopher Walken.

The idea – Christopher basically serves almost as the Kia version of the Old Spice Man, convincing the man in the video to think outside of the box and find something that is truly perfect for him in an unexpected place. To him, the Optima really is the Optimal experience, and is something that he should look at as the perfect car that is stylish and yet unique.

What works – Walken is always out there, and in this commercial it feels almost like the acting icon is playing Willy Wonka: He’s whimsical, fun, and he has the charisma to pull off what we think is a fairly cheesy script.

What doesn’t – This guy wasn’t even in the market for a car at the start of the video! Also, the ad’s probably a lot longer than it really needs to be, since we found ourselves tuning out about halfway through. People are drunk and/or distracted during the game. You need a way to keep their interest.

Overall Grade – B-. It’s now extraordinarily special, but also at the same time not terrible. It tries to be unique, but the irony is that we’ve seen many similar car ads over the years.

If you’re curious in seeing some other commercials from Super Bowl Sunday plus reviews, be sure to head over to this link immediately! Also, sign up over here to get some further TV news on everything we cover at CarterMatt, sent right your way via our CarterMatt Newsletter. (Photo: Kia.)

https://www.youtube.com/watch?v=9r0FrXXKeiA