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"Kia has always been willing to challenge the status quo, and starting with our Super Bowl commercial we are out to dispel the notion that tradition and history are what makes a luxury sedan -- we invite those with an open-mind to take a look at the all-new K900 and form an opinion of their own," said Michael Sprague, executive vice president of marketing & communications, KMA. "The K900 offers something modern and different for the growing number of people who don't want to be confined by the traditional definitions of luxury, and returning to the Super Bowl for the fifth straight year allows us to send a clear signal to TV's largest audience that something different is going on at Kia."

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