The Carolina Panthers are favored to beat the Denver Broncos in Super Bowl 50, but it’s too early to call who will win the battle of the Super Bowl ads which, depending on the year, can be more entertaining than the game itself. Automaker Kia Motors (KIMTF) is hoping to make waves with a new spot to help launch the 2016 Kia Optima, featuring actor Christopher Walken. ‘It’s really important for us to elevate the awareness of the brand,’ said Michael Sprague, Chief Operating Officer for Kia Motors America. ‘This is our seventh consecutive time in the Super Bowl. We see a really strong return on the investment.’ Investing in the Super Bowl isn’t cheap. According to AdWeek, companies will spend a record $5-million for a TV ad during this year’s game. But Sprague said last year’s commercial led to an increase in sales for the automaker. In 2015, Kia Motors ran a Super Bowl commercial that featured actor Pierce Brosnan driving a Kia Sorento. ‘We immediately saw an uptick in customers going to Kia.com and to third-party shopping sites,’ said Sprague, who added there was a more than 200% surge in web traffic.