For science fiction enthusiasts, 1999's The Matrix's Morpheus, played by Laurence Fishburne, posed a simple question - take the blue pill or the red pill. The blue lead back to reality as you knew it, the red pill, stay in wonderland and see how far the rabbit hole goes.
Kia asked the world to do the same with their 90 second Super Bowl ad - red key or blue key.
"It is the world of luxury that has been pulled over your eyes to blind your from the truth," says Morpheus to a confused young couple at a valet counter. "Take the blue key and go back to the luxury you know. You take the red key and you'll never look at luxury the same way again."
The choice has been made - red - the New 2014 Kia K900. Kia's first luxury vehicle.
Morpheus then takes the couple through their new perception of luxury - the feel... the look... the sound?
Delivering a surprising, operatic performance of Puccini's "Turandot", the perception of the character has changed, too.
Matrix-esquse special effects explode on the screen as Morpheus continues.
Buildings explode. Spoons bend. Cars are lifted into the air.
The only thing left on the road? You got it. The new luxury.
The 2014 K900 has not only changed the world of luxury vehicles, it has turned Morpheus into an opera singer.
That's pretty powerful stuff.
See the ad for yourself and tell me it doesn't move you: http://www.youtube.com/watch?v=Ob-wn52Dkmk
By Scott Stone