Welcome!

News Feed Item

Super Bowl Viewers Will Be Introduced To Kia's First-Ever Luxury Sedan In New Campaign Starring Laurence Fishburne In Iconic Role From The Matrix

Multifaceted Campaign for the All-New 2015 K900 Flagship Finds Morpheus Challenging Preconceived Notions and Opening Minds to a Side of Luxury Never Seen Before

IRVINE, Calif., Jan. 28, 2014 /PRNewswire/ -- "The world of luxury has been pulled over your eyes, to blind you from the truth."   With these words – and his signature trench coat and reflective sunglasses – Laurence Fishburne returns to the iconic role of Morpheus from The Matrix[1] 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.  Modern and elegant, the K900 signals a new era for Kia, and the campaign was conceived to cause people to question everything they think they know about the brand by showing a side of luxury they've never seen before.

(Photo:  http://photos.prnewswire.com/prnh/20140128/LA53726)

Channeling the films' 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 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 to explain "what luxury looks like" – the K900's V8 power, advanced technology and superb craftsmanship and materials – and "what luxury sounds like," by serenading them with 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.

"Kia 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 – we invite those with an open-mind to take a look at the all-new K900 and form an opinion of their own," said Michael Sprague, executive vice president of marketing & communications, KMA.  "The K900 offers something modern and different for the growing number of people who don'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 TV's largest audience that something different is going on at Kia."

Before and after the Super Bowl, the fully-integrated campaign – created by David&Goliath, KMA's advertising agency of record – 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."  In the extended 90-second cut available for viewing at www.kia.com/K900-superbowl, the K900's presence bends the spoon of a woman in a red dress.

With the V8 expected to go on sale this Spring[2], 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.

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*[3] 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.

[1] ™ & © Warner Bros. Entertainment Inc.

[2] 2015 K900 V8 expected Spring 2014. K900 V6 expected Summer 2014. Initially available in certain markets with limited availability.   Not all optional features are available on all trims.

[3] The Sorento and Optima GDI (EX Trims and certain LX Trims only) and GDI Turbo are built in the United States from U.S. and globally sourced parts.

SOURCE Kia Motors America

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
"Space Monkey by Vivent Smart Home is a product that is a distributed cloud-based edge storage network. Vivent Smart Home, our parent company, is a smart home provider that places a lot of hard drives across homes in North America," explained JT Olds, Director of Engineering, and Brandon Crowfeather, Product Manager, at Vivint Smart Home, in this SYS-CON.tv interview at @ThingsExpo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
SYS-CON Events announced today that Conference Guru has been named “Media Sponsor” of the 22nd International Cloud Expo, which will take place on June 5-7, 2018, at the Javits Center in New York, NY. A valuable conference experience generates new contacts, sales leads, potential strategic partners and potential investors; helps gather competitive intelligence and even provides inspiration for new products and services. Conference Guru works with conference organizers to pass great deals to gre...
DevOps is under attack because developers don’t want to mess with infrastructure. They will happily own their code into production, but want to use platforms instead of raw automation. That’s changing the landscape that we understand as DevOps with both architecture concepts (CloudNative) and process redefinition (SRE). Rob Hirschfeld’s recent work in Kubernetes operations has led to the conclusion that containers and related platforms have changed the way we should be thinking about DevOps and...
The Internet of Things will challenge the status quo of how IT and development organizations operate. Or will it? Certainly the fog layer of IoT requires special insights about data ontology, security and transactional integrity. But the developmental challenges are the same: People, Process and Platform. In his session at @ThingsExpo, Craig Sproule, CEO of Metavine, demonstrated how to move beyond today's coding paradigm and shared the must-have mindsets for removing complexity from the develop...
In his Opening Keynote at 21st Cloud Expo, John Considine, General Manager of IBM Cloud Infrastructure, led attendees through the exciting evolution of the cloud. He looked at this major disruption from the perspective of technology, business models, and what this means for enterprises of all sizes. John Considine is General Manager of Cloud Infrastructure Services at IBM. In that role he is responsible for leading IBM’s public cloud infrastructure including strategy, development, and offering m...
The next XaaS is CICDaaS. Why? Because CICD saves developers a huge amount of time. CD is an especially great option for projects that require multiple and frequent contributions to be integrated. But… securing CICD best practices is an emerging, essential, yet little understood practice for DevOps teams and their Cloud Service Providers. The only way to get CICD to work in a highly secure environment takes collaboration, patience and persistence. Building CICD in the cloud requires rigorous ar...
Companies are harnessing data in ways we once associated with science fiction. Analysts have access to a plethora of visualization and reporting tools, but considering the vast amount of data businesses collect and limitations of CPUs, end users are forced to design their structures and systems with limitations. Until now. As the cloud toolkit to analyze data has evolved, GPUs have stepped in to massively parallel SQL, visualization and machine learning.
"Evatronix provides design services to companies that need to integrate the IoT technology in their products but they don't necessarily have the expertise, knowledge and design team to do so," explained Adam Morawiec, VP of Business Development at Evatronix, in this SYS-CON.tv interview at @ThingsExpo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
To get the most out of their data, successful companies are not focusing on queries and data lakes, they are actively integrating analytics into their operations with a data-first application development approach. Real-time adjustments to improve revenues, reduce costs, or mitigate risk rely on applications that minimize latency on a variety of data sources. In his session at @BigDataExpo, Jack Norris, Senior Vice President, Data and Applications at MapR Technologies, reviewed best practices to ...
Widespread fragmentation is stalling the growth of the IIoT and making it difficult for partners to work together. The number of software platforms, apps, hardware and connectivity standards is creating paralysis among businesses that are afraid of being locked into a solution. EdgeX Foundry is unifying the community around a common IoT edge framework and an ecosystem of interoperable components.
"ZeroStack is a startup in Silicon Valley. We're solving a very interesting problem around bringing public cloud convenience with private cloud control for enterprises and mid-size companies," explained Kamesh Pemmaraju, VP of Product Management at ZeroStack, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
Large industrial manufacturing organizations are adopting the agile principles of cloud software companies. The industrial manufacturing development process has not scaled over time. Now that design CAD teams are geographically distributed, centralizing their work is key. With large multi-gigabyte projects, outdated tools have stifled industrial team agility, time-to-market milestones, and impacted P&L stakeholders.
"Akvelon is a software development company and we also provide consultancy services to folks who are looking to scale or accelerate their engineering roadmaps," explained Jeremiah Mothersell, Marketing Manager at Akvelon, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
Enterprises are adopting Kubernetes to accelerate the development and the delivery of cloud-native applications. However, sharing a Kubernetes cluster between members of the same team can be challenging. And, sharing clusters across multiple teams is even harder. Kubernetes offers several constructs to help implement segmentation and isolation. However, these primitives can be complex to understand and apply. As a result, it’s becoming common for enterprises to end up with several clusters. Thi...
"Infoblox does DNS, DHCP and IP address management for not only enterprise networks but cloud networks as well. Customers are looking for a single platform that can extend not only in their private enterprise environment but private cloud, public cloud, tracking all the IP space and everything that is going on in that environment," explained Steve Salo, Principal Systems Engineer at Infoblox, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Conventio...