Many automakers focused the bulk of their early marketing efforts this year around extensive Super Bowl campaigns, but Hyundai's budget brand Kia may have just scored a massive coup with a cameo during the NBA's All-Star Weekend.

The Kia Optima was one of the official sponsors of the event, but the model got some extra exposure when it was prominently featured in the finals of the Slam Dunk Contest. Going into the contest, Los Angeles Clippers star Blake Griffin was the odds-on favorite to win the title, as he's dazzled fans with some thunderous dunks on an almost nightly basis.

Griffin did not disappoint with his final dunk of the night. It required a bit of setup, but the Optima was driven out onto the hardwood for the spot. Griffin's teammate Baron Davis then got in the car with a ball. Then, a full chorus took center court and began belting out "I Believe I Can Fly."

It was at that point that Griffin jumped over the hood of the car, caught a pass from Davis in mid-air and slammed it home, cementing his victory in the competition.

Griffin may have won the event, but the Kia's role in the stunt was a marketing coup – as it will surely be featured again and again in countless highlight videos.

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