By Matt Schmitz on January 28, 2014
An automaker's Super Bowl XLVIII TV ad will mark the return of "The Matrix," but it's not an announcement of the revival of Toyota's defunct hatchback. Instead, Kia has co-opted the imagery of the blockbuster sci-fi film trilogy in its TV spot, "The Truth," to challenge the world's presumptions about luxury vehicles. The 2015 K900, Kia's all-new premium rear-wheel-drive sedan, boasts the automaker's first V-8 and is being positioned as the Korean automaker's most aggressive foray into the luxury realm.
In the ad, which is set to debut during Sunday's Super Bowl, we find that ever-faithful, Neo-evangelizing "Matrix" guru Morpheus has not ended up quite as we might've expected after the saga's climatic war against the machines. The character, played by actor Laurence Fishburne, evidently is now working as an upscale-restaurant valet — albeit not one content just to pull your car around and pocket his tip. Morpheus informs a well-dressed couple that "it is the world of luxury that has been pulled over your eyes" and offers them a familiar color-coded choice to learn the truth or continue living a lie. You can guess which one they opt for, resulting in a heavily referential ride replete with evil agents, bending spoons and bullet-time explosions — plus a rather confounding opera performance by our hero. Watch the commercial above.
News Editor Matt Schmitz is a veteran Chicago journalist indulging his curiosity for all things auto while helping to inform car shoppers. Email Matt