USA lets ‘Psych’ drive Kia ads

Commercial will star James Roday, Dule Hill

While automotive sponsorship dollars are scarce these days, USA Network has forged a novel pact with Kia Motors, casting the stars of series “Psych” in a 30-second spot that will run when the skein returns with new episodes Jan. 9.

The spot will feature “Psych” stars James Roday and Dule Hill, in character, trying to elude a gunman driving a Kia Optima.

The commercial will run during “Psych” episodes from Jan. 9 through Feb. 20.

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