Morpheus opera in 2015 Kia K900 backseat matrix, The Truth about luxury
60-second â€śThe Truthâ€ť spot is scheduled to air in the third quarter of game day, followed by a phased rollout of additional elements, including broadcast, cinema, digital, print, experiential, social media and CRM components. An extended cut will be available beginning on January 28.
â€śThe world of luxury has been pulled over your eyes, to blind you from the truth.â€ť With these words â€“ and his signature trench coat and reflective sunglasses â€“ Laurence Fishburne returns to the iconic role of Morpheus from The Matrix trilogy in a multiplatform marketing effort from Kia Motors America (KMA) for the all-new K900 rear-drive luxury sedan set to premiere during the third quarter of Super Bowl XLVIII.
Channeling the filmsâ€™ exploration of perception versus reality, the first element of the campaign is the 60-second Super Bowl spot in which Morpheus offers an unsuspecting couple a startling choice while waiting at an upscale restaurantâ€™s valet stand: â€śTake the blue key, you go back to the luxury you know. Take the red key, and youâ€™ll never look at luxury the same again.â€ť
After reaching for the red key, the plot thickens as Morpheus accompanies the couple on an unforgettable ride filled with imagery from and nods to The Matrix films to explain â€śwhat luxury looks likeâ€ť â€“ the K900â€™s V8 power, advanced technology and superb craftsmanship and materials â€“ and â€śwhat luxury sounds like,â€ť by serenading them with a soaring rendition of â€śNessun dorma,â€ť an aria from Giacomo Puccini’s operaTurandot. As the K900 drives by, two strikingly similar-looking agents gaze in disbelief as streetlights explode and high-rise buildings ripple like water.
â€śKia has always been willing to challenge the status quo, and starting with our Super Bowl commercial we are out to dispel the notion that tradition and history are what makes a luxury sedan â€“
we invite those with an open-mind to take a look at the all-new K900 and form an opinion of their own,â€ť said Michael Sprague, executive vice president of marketing & communications, KMA. â€śThe K900 offers something modern and different for the growing number of people who donâ€™t want to be confined by the traditional definitions of luxury, and returning to the Super Bowl for the fifth straight year allows us to send a clear signal to TVâ€™s largest audience that something different is going on at Kia.â€ť
Before and after the Super Bowl, the fully-integrated campaign â€“ created by David&Goliath, KMAâ€™s advertising agency of record â€“ will incorporate TV, cinema, digital, print, experiential, social media and CRM components, all drawing heavily on imagery and ideas from the films, including: levitating cars, authentic costumes and props, and a recreation of the stark white environment of â€śThe Construct.â€ť In the extended 90-second cut available for viewing at www.kia.com/K900-superbowl, the K900â€™s presence bends the spoon of a woman in a red dress.
With the V8 expected to go on sale this Spring2, the all-new 2015 K900 is poised to challenge the full-size rear-drive luxury sedan segment with an extensive list of standard equipment, world-class accommodations and stunning design that will redefine consumer perception and expectations of the Kia brand.
Kia Commercial | Official K900 Game Day 2014 Teaser