|By Marketwired .||
|January 31, 2014 01:56 PM EST||
LOS ANGELES, CA -- (Marketwired) -- 01/31/14 -- In a new campaign created by LA-based creative agency David&Goliath (D&G) for Kia's all-new K900 luxury sedan, Laurence Fishburne returns to the iconic role of Morpheus from The Matrix Trilogy to show the world a side of luxury they've never seen before. The campaign includes a :60 Super Bowl spot titled "The Truth" that is set to premiere on television during the third quarter of Super Bowl XLVIII and signals a new era for Kia.
"The K900 marks Kia's leap into the luxury car market," said David Angelo, founder and chief creative officer of David&Goliath. "While some may not have expected its arrival, it will make people question everything they thought they knew about Kia. By paralleling one of the major themes in The Matrix, which is perception vs. reality, we set out to radically change people's perception of luxury and the Kia brand."
View the extended :90 version here: https://www.youtube.com/watch?v=Ob-wn52Dkmk
Channeling The Matrix's exploration of perception versus reality, the spot begins when Morpheus offers an unsuspecting couple a startling choice while waiting at an upscale restaurant's valet stand: "Take the blue key, you go back to the luxury you know. Take the red key, and you'll never look at luxury the same again."
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. Morpheus explains that the K900 embodies what luxury looks like and feels like, with its V8 power, advanced technology and superb craftsmanship and materials. Then, he serenades the couple with "what luxury sounds like" -- a soaring rendition of "Nessun dorma," an aria from Giacomo Puccini's opera Turandot. As the K900 drives by, two strikingly similar-looking agents gaze in disbelief as streetlights explode and high-rise buildings ripple like water.
"It was important to our creative team to pay close attention to the details and nuances of The Matrix -- from composition and framing to wardrobe and hidden messaging," said Colin Jeffery, executive creative director/managing partner at David&Goliath. "We wanted to create an epic commercial that clearly positioned the K900, while resonating with The Matrix fans and a broader Super Bowl audience alike. Achieving this was a collaborative effort, bringing together the talents of MJZ's Carl Erik Rinsch, Digital Domain, HUM, Union Editorial and, of course, Laurence Fishburne. Working with Laurence was an absolute pleasure. Watching him channel Morpheus and break into a classical opera piece is something I'll never forget. But to be honest, once he's in that gator skin trench coat and glasses, he's quite intimidating."
Before and after the Super Bowl, the fully-integrated campaign 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 "The Construct."
This is David&Goliath's fifth consecutive year creating Super Bowl spots for Kia. Last year's :60 spot titled "Space Babies" -- for the 2014 Kia Sorento CUV -- ranked among the 10 most popular on the USA Today Ad Meter.
David&Goliath is a full-service, independent creative agency based in Los Angeles. Founded in 1999, David&Goliath helps its clients outwit, outwork and outlast their competition with the knowledge, resources and firepower needed to help challenger brands fight their way to market leadership. Current clients include Kia Motors, California Lottery, Vizio Electronics, Universal Studios and New York-New York and The Art Institutes, to name a few. The agency's vision is to take on goliath marketing challenges and deliver legendary results for all its clients.
David&Goliath was recently named 2011 Small Agency of the Year (76-150 Employees) at Ad Age's Small Agency Awards.
About Kia Motors America
Kia Motors America (KMA) is the marketing and distribution arm of Kia Motors Corporation based in Seoul, South Korea. KMA proudly serves as the "Official Automotive Partner" of the NBA and LPGA and surpassed the 500,000 annual sales mark for the second consecutive year in 2013 following the launch of seven all-new or significantly redesigned vehicles. KMA offers a complete line of vehicles, including the rear-drive K900 flagship sedan, Cadenza premium sedan, Sorento CUV, Soul urban passenger vehicle, Sportage compact CUV, Optima midsize sedan, Optima Hybrid, the Forte compact sedan, Forte5 and Forte Koup, Rio and Rio 5-door sub-compacts and the Sedona minivan, through a network of more than 765 dealers across the United States. Kia's U.S. manufacturing plant in West Point, Georgia, builds the Optima* and Sorento* and is responsible for the creation of more than 14,000 plant and supplier jobs.
Information about KMA and its full vehicle line-up is available at www.kia.com. For media information, including photography, visit www.kiamedia.com. To receive custom email notifications for press releases the moment they are published, subscribe at www.kiamedia.com/us/en/newsalert.
& © Warner Bros. Entertainment Inc.
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