In what is becoming an extended habit, Kia will be advertising in the Super Bowl again.
A spokesman for the auto brand confirmed that it will return to the game for the eighth straight year when Fox airs Super Bowl LI on Feb. 5. Agency-of-record David&Goliath will handle the creative work.
Kia declined to share any other details.
For its 2016 Super Bowl commercial, Kia relied on the celebrity power of Christopher Walken. He pitched the Optima sedan in a 60-second spot called "Walken Closet," in which the actor convinced a boring, beige-suit-and-sock-wearing man to add some "pizzazz" to his life.
Kia is the first automaker to confirm a Super Bowl ad buy. Toyota, which had appeared in five straight games, is not coming back for Super Bowl LI, which will be played in Houston.
In addition to Kia, auto brands that ran 2016 Super Bowl ads included Acura, Buick, Honda, Hyundai, Jeep and Mini.