The Problem

Kia was introducing a luxury sedan into a market where people's idea of a luxury car probably didn't begin with the word Kia.

The Shift

Instead of hiding that perception problem, confront it.

Give people a choice:
Stay with the luxury you know.
Or discover the truth.

The Idea

Morpheus gives you the choice.

Laurence Fishburne returned as Morpheus for The Truth, using one of cinema's most famous choices to challenge America's assumptions about luxury.

The Super Bowl film was supported by digital companion content extending the Matrix world.

The Truth

The Surround View Monitor

Blind Spot Detection

Lane Departure Warning

Blue Booties

News Clip

What Happened

By February 6, 2014, The Truth had generated approximately 3.7 million online views and 131,000+ shares, with a 3.54% shares-to-views rate in Unruly's automotive Super Bowl tracking.

With: David Angelo, Colin Jeffery, Kristian Moller, Mike Wilson, Courtney Pulver, Carl Erik Rinsch and Digital Domain.
@David&Goliath, Los Angeles