Actor Laurence Fishburne returns to his dark glasses and trenchcoat as Morpheus from "The Matrix" in Kia's Super Bowl effort this year.
It's all about luxury, as Fishburne's character offers a glamorous couple exiting a restaurant a choice of keys -- red or blue -- and tells them that if they take the red key, they'll never look at luxury in the same way again. So far, so standard car ad.
Kia's spot only takes a more surprising turn when, seated in the back during their Kia test drive, he bursts into operatic song, serenading them with a soaring rendition of Puccini's "Nessun dorma" as streetlights explode, spoons bend and buildings ripple like water.
The spot was created by David&Goliath and directed by MJZ's Carl Erik Rinsch and Colin Jeffery.