The Matrix may be 15 years old, but the reality is, advertisers still love it.
Less than a year after GE recruited Agent Smith (actor Hugo Weaving) for its "Brilliant Machines" campaign, Kia has tapped Laurence Fishburne to reprise his iconic role of Morpheus for a 60-second Super Bowl commercial from longtime agency David&Goliath.
The spot will promote the all-new luxury sedan, the K900. The thematic connection is that, like the movie, the vehicle will force you to question what you thought to be true—this time, on the topic of luxury cars.
Kia revealed some plot details. A couple meets Morpheus at a valet stand, and he presents them with two keys—a red key and a blue key, a reference to the red pill/blue pill scene from The Matrix. "Should they choose wisely, their perception of luxury—and Kia—will never be the same again. Through many unexpected twists, Morpheus accompanies them on an unforgettable ride," Kia said.
This will be Kia's fifth straight appearance in the big game. Last year's :60, titled "Space Babies," showed a baby boy and a bunch of infant animals traveling to Earth as astronauts—illustrating a father's panicked response to his son who has asked where babies come from. That spot promoted the 2014 Kia Sorento CUV.
UPDATE: On Friday, Jan. 24, Kia released this teaser:
See Kia's last three Super Bowl ads below.
Kia's 2013 Super Bowl ad:
Kia's 2012 Super Bowl ad:
Kia's 2011 Super Bowl ad: