"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 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.

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."