Colin Jeffery Talks Matrix and Morpheus

Created by David & Goliath and MJZ, this year's big game-day Kia commercial sees the return of Matrix hero Morpheus return to our screens along with several other refrences to the famous film franchise. 

Here, Colin Jeffery, ECD/managing partner, talks about the idea for this year's caign, movie references at the Super Bowl and doing the concept justice with Laurence Fishburne.

What was the brief from Kia this year?

The brief was to announce Kia’s entrance into the luxury car market with the introduction of the K900. Our biggest challenge was to convince people that Kia—known largely as a value brand—could produce a quality luxury vehicle.

How did you arrive at The Matrix concept – were there other ideas in contention?

We needed to fundamentally alter people’s perception of Kia and what the brand is capable of. Our creative teams were tasked with developing an integrated idea that would communicate that message, and encourage people to be open to change. The creative process took many months, and there were many smart ideas in contention. But strategically, paralleling the perception vs. reality theme from The Matrix made perfect sense. In the film, Morpheus introduces Neo to a new reality. In our spot, he introduces a new side of luxury—and Kia—that you never knew existed. He also blows up streetls, levitates cars and melts a spoon.

Was Laurence Fishburne always part of the plan and did it take much to get him involved?

The opportunity to be involved with the Super Bowl, and do something unexpected with the Morpheus character seemed to appeal to Laurence. As much as the spot revealed a different side of the Kia brand, it also showed a less serious side of Laurence Fishburne.

We’ve seen other movie-themed spots in previous years. Why do you think classic film references work for Super Bowl content?

With a viewership of around 110 MM, Super Bowl commercials need to resonate with a broad audience. Using well-known movie characters and properties is an effective way to leverage an existing fan base, clearly communicate an idea, and ensure mass appeal—nostalgia can be a powerful tool. That said, it needs to be used wisely. You must understand that many people feel strongly about the property, so it’s important to maintain the integrity while still putting your own spin on it.

How many times did you have to go back and watch The Matrix as part of your research and did you enjoy that aspect?

We referred to the films often; it was important that we be able to channel the voice of Morpheus convincingly. After the 634^th viewing, we felt we had a fairly good grasp of The Matrix. After the 635^th viewing, we put pen to paper. In all seriousness, we had a lot of fun playing with the nuances of the films and injecting them into the spot.

You’ve returned to the event with Kia for five years. How hard is it to keep reinventing yourself/the brand each time?

Super Bowl advertising is an interesting beast—every year the work shifts tonally. It’s influenced by society and the mood of the nation. Whether it’s the economy or what’s happening on a global level, it has a direct affect on how brands present themselves—especially at a high profile event like the Super Bowl. As an agency, it’s our job to predict the trends, and do work that is unexpected, entertaining and highly effective. Easier said than done.

How valuable has the teaser video become?

Used effectively, teasers can build anticipation, generate buzz and through social media, can create an online following before the work has even officially launched. But if the teaser is bad, you end up starting the caign off on the wrong foot.

Are you anxious as to how die-hard Matrix fans will receive your spot?

We took this into serious consideration when we embarked on this project. Which is why we were very respectful of the movie, paying close attention to the details—from framing and composition to language, wardrobe and other nuances. While Morpheus does do something unexpected and out of character in the spot, his delivery and performance was very much in character.

Personally, what does the Super Bowl mean to you?

I’m from South Africa and an avid rugby fan, so the actual football aspect of the Super Bowl isn’t as important to me. I’m more interested in the commercials, halftime show and the fanfare that surrounds it all.

And your own red or blue pill question; who were you rooting for on the day – Seahawks or Broncos?

The Seahawks. But only because I did an ESPN commercial with Shaun Alexander years ago—he’s my only tie to either of these teams.

Above (left to right): ACD/art director, Kristian Grove Moller; copywriter, Courtney Pulver; art director, Mike Wilson; and director, Carl Erik Rinsch