by Erik Oster of www.mediabistro.com
Yesterday, we brought you news of David&Goliath’s teaser
for their big game spot, “The Truth,” promoting the all-new 2015 K900,
Kia’s first-ever luxury car. Today, David&Goliath and Kia revealed
the extended, 90 second version of their Super Bowl ad, designed to
“dispel the notion that tradition and history are what makes a luxury
sedan,” according to Michael Sprague, executive vice president of marketing & communications, KMA.
“The Truth” features Laurence Fishburne reprising his role as Morpheus from The Matrix.
Morpheus offers a couple waiting for the valet outside a restaurant a
choice: “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.” (Spoiler
alert: They take the red key.) Fishburne repeats the word “luxury” ad
nauseum during the spot’s first 30 seconds or so, really hammering home
that Kia is now offering a luxury vehicle. The spot manages to contain a
lot of the Matrix references you’d expect, like a bending
spoon and an explosion filled action sequence. But at the same time,
“The Truth,” via Fishburne, manages at least one big surprise.
The 60 second version of “The Truth” will debut during the third
quarter of the Super Bowl this Sunday, Feb. 2, launching the Kia’s
campaign for the 2015 K900 in earnest, and marking Kia’s fifth
consecutive year advertising in the big game. You can expect more Matrix-themed
advertising from David&Goliath and Kia. Before and after the Super
Bowl, David&Goliath’s integrated campaign “will incorporate TV,
cinema, digital, print, experiential, social media and CRM components,
all drawing heavily on imagery and ideas from the films.” Credits after
the jump.
Source;
http://www.mediabistro.com/agencyspy/davidgoliath-kia-reveal-extended-version-of-super-bowl-spot-the-truth_b59978
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