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Kia hires Morpheus from The Matrix for Super Bowl ad

News of the Kia brand's inclusion in this year's onslaught of Super Bowl ads got out in December of last year, but other than the fact that the coming K900 flagship would carry the day, we knew nothing about the spot. Now AdWeek has revealed that it is Morpheus - he of The Matrix and guru for The One - who will guide us into a previously inconceivable reality in which Kia is a luxury car maker.
What we'll get is a 60-second spot produced by David&Goliath agency, following Morpheus (played by the man who made him famous, Laurence Fishburne) as he does the thing he does best: presenting a choice to a couple at a valet stand, allowing them to choose a red key or a blue key and, Kia would certainly want us to believe by the end of an "unforgettable ride," the truth.
It's Kia's fifth straight trip to the Super Bowl so it knows what to expect, but the task Morpheus has this time - to free your mind concerning the K900 - could be a task just as large as defeating all the agents and sentinels seeking Zion.

Kia Optima Sportwagon spied before Geneva

Kia showed off the Sportspace concept at the Geneva Motor Show this year, and we knew at the time that it previewed design elements that would migrate to the Optima sedan. On top of that, it's keeping its hump to transition into the Optima Sportwagon for what we presume will be audiences outside the US. When we asked Kia about the chance of it coming here, a company spokesman responded: "Right now we don't have plans to bring the Optima Sportwagon to the US but we are continuously studying the market and looking for new opportunities. The all-new 2016 Optima midsize sedan is one of our best selling vehicles and at this time we are focused on its launch in the U.S." Now in prototype form, spy photographers caught engineers testing the Sportwagon out on German roads. The roofline declines as it makes its way to the back, a nod to the concept and a sporty profile. Otherwise design matters appear quite toned down compared to the concept, which shouldn't be a surprise. And in spite of commenters who promised Kia their money if the South Korean automaker would produce the Sportspace with all-wheel drive and something like 400 horsepower, what buyers will really be faced with is front-wheel drive and a 2.0-liter turbocharged engine with around 250 horsepower. A plug-in hybrid is said to be on the cards, too. Spy shooters said they saw Volkswagen Passat and Ford Mondeo wagons at the Kia test facility, so you know the benchmarks and have more proof that it's not for us. It's expected to make its production appearance at next year's Geneva Motor Show.

Kia Proceed Concept is like a tiny Stinger GT

Related: We obsessively covered the Frankfurt Motor Show — here's our complete coverage After releasing a teaser recently, Kia has dropped a couple of official photos of its mysterious wagon concept, as well as its official name. It's called the Proceed Concept, and it will set the stage for the next generation of Kia C'eed compact cars, which compete with the Honda Civic, Ford Focus and Volkswagen Golf, among others. What's somewhat unusual about this Proceed Concept is that its name is akin to the current Kia Pro_cee'd (a name that's sure to have every editor pull out a few hairs), which is the two-door hatchback version of the normal Cee'd. This Proceed Concept is very clearly a four-door hatchback, bordering on traditional wagon. Based on what Kia says about the car, they've seen people are more open to alternatives to typical two-door hatches, and thus are considering something different for the future model. We certainly have no qualms with the body style since not only is it a wagon, which as journalists we're practically required to like, but it's a darn good-looking one, too. The whole car sits extremely low over the wheels, and all of the car's lines appear to be drawn back to a taper, evoking a sense of speed and sleekness at rest. It looks sleeker than the already sharp Stinger GT. Aside from the classically pretty lines, it has another very unusual styling feature. The bright outline of the car's greenhouse is not chrome, nor is it white painted trim. It's actually illuminated with something called Luminline. So even at night, the car's rakish roofline will be visible. Of course, since this is the concept for a European-only car, we likely won't see the production model in the States. But just in case someone from Kia is reading, we have a suggestion: Just put a Forte badge on it and sell it here. The average person won't know or care, and it saves you from having to develop a separate model for one market. Think about it. Related Video: