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.
Chief Creative Officer: David Angelo
Executive Creative Director: Colin Jeffery
ACD/Art Director: Kristian Grove Moller
Art Director: Mike Wilson
Copywriter: Courtney Pulver
Head of Production: Carol Lombard
Executive Producer: Paul Albanese
Sr. Producer: Jennifer Giannettoni
Managing Partner, Client Services: Brian Dunbar
Group Account Director: Brook Dore
Account Director: Adam Blankenship
Account Supervisor: Emma Brier
Director of Business Affairs: Rodney Pizarro
President: David Zander
Executive Producer: Kate Leahy
Head of Production: Janet Nowosad
Production Designer: Jan Roelfs
Wardrobe Stylist: Kym Barrett
Editorial: Union Editorial
Editor: Jono Griffith
Assistant Editor: Jedidiah Stuber
Post Production: Digital Domain
Visual FX Supervisor: Eric Barba
President, Commercials: Rich Flier
Executive Producer/Head of Production: Scott Gemmell
Senior Commercials Producer: Tiffani Manabat
VFX Producer: Rachel Mariscal
Music & Sound Design: HUM
Executive Producer: Debbi Landon
Creative Director: Scott Glenn
Sound Designer: Dan Hart
Audio Mix: Margarita Mix
Mixer: Nathan Dubin
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