Kia Teams Up With Morpheus for Super Bowl Ad

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Jan. 29 (Bloomberg) –- Kia Motors America EVP of Marketing Michael Sprague discusses why Laurence Fishburne’s character Morpheus was the perfect pitchman for their new luxury sedan. He speaks with Trish Regan and Adam Johnson on Bloomberg Television’s “Street Smart.” (Source: Bloomberg)

Let me tell you why you are here.

It's the world of luxury that has been pulled over your eyes to blind you from the truth.

We just want to get our car.

Take your blue key, you go back to luxury you know.

Take the other key and you'll never know the luxury you know again.

That was laurence fishburne, reprising his role as morpheus.

Here to explain the concept is the marketer.

It's a cool ad but why would you base it around a character from a movie out nine years ago question are because it's such an iconic role.

We are introducing an all-new luxury sedan and we are trying to show consumers that there's a new luxury automobile.

By using morphosis where he goes back and challenges kiana reeves come you can go back to reality or accept the new reality.

I have to say, this is one of my most favorite arias -- anyway, back to this, you don't think of kia as a luxury product.

Is a new reality.

You take the new key and you see the new reality of what luxury is.

It doesn't have to be tradition and heritage.

It's about design and quality and technology.

It is about so many other things than tradition and heritage.

Rex super bowl ads are a big deal.

How difficult was it for you to convince management you needed to do it?

This is our fifth year and 20th anniversary in the united states.

It's a great time to raise awareness and launch new products.

Every year, it is a new product.

Lex you have had some really innovative commercials along the way.

Like the hamsters from last

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