Kia’s 2014 Super Bowl campaign brings back the character of Morpheus from the 1999 film series The Matrix. Laurence Fishburne appears in a 60 second commercial, “The Truth”, introducing the all new K900 luxury sedan. The integrated Matrix campaign includes television, 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 Truth” an unsuspecting couple meets Morpheus at a valet stand. He presents them with two choices: a red key or a blue key. “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.”
The Matrix campaign was developed at David&Goliath by chief creative officer David Angelo, executive creative director Colin Jeffery, creative director Scott Glenn, associate creative director/art director Kristian Grove Moller, art director Mike Wilson, copywriter Courtney Pulver, head of production Carol Lombard, executive producer Paul Albanese, senior producer Jennifer Giannettoni, managing partner/client services director Brian Dunbar, group account director Brook Dore, account director Emma Brier, director of business affairs Rodney Pizarro, head of strategic planning Seema Miller, associate strategic planning director Steven Garcia.
Filming was shot by directors Carl Erik Rinsch and Colin Jeffery via MJZ with director of photography Chris Soos, producer Line Postmyr, president David Zander, executive producer Kate Leahy, head of production Janet Nowosad, production designer Jan Roelfs and wardrobe stylist Kym Barrett.
Visual Effects were produced at Digital Domain by VFX supervisor Eric Barba, president, commercials Rich Flier, executive producer/head of production Scott Gemmell, senior commercials producer Riffani Manabat, VFX producer Rachel Mariscal.