Actor Laurence Fishburne returns to his dark glasses and trenchcoat as Morpheus from "The Matrix" in Kia's Super Bowl effort this year, an extended version of which you see above.
It's all about luxury, as Mr. 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.
We've also got a full Super Bowl spot today from Toyota, bringing some cuddlier stars of stage and screen to bear:
And then, after a couple of teasers, Jaguar has posted its debut Super Bowl entry on the web.
Shot by Tom Hooper, the 60-second spot shows Ben Kingsley ("Iron Man 3," "Sexy Beast"), Mark Strong ("Kick Ass") and Tom Hiddleston ("The Avengers") converging in London by Jaguar F-Type Coupe -- and helicopter -- as they ponder, in somewhat tongue-in-cheek style, how Hollywood loves a British villain.
Comparing the car to the stereotype, it points out that they're all about power, elegance and refinement. And of course British villains always drive a Jaguar. The ad, created by Jaguar's joint venture agency Spark 44, links to a microsite, britishvillains.com, and a social media campaign centered around the hashtag #goodtobebad.