Skip to main content

KIA's First Luxury Car Tries to Change Your Mind in Super Bowl Ad

Michael Sprague, executive vice president of marketing, details the new K900 and how the automaker hopes to alter its image through a new TV commercial.

KIA is making its return to the Super Bowl for the fifth straight year -- and unveiling its first ever luxury sedan, the new K900. Michael Sprague, executive vice president of marketing for KIA, details the new vehicle and how the automaker hopes to change consumers' perceptions of the brand through its new commercial starring Laurence Fishburne. Sprague also explains what it means to the company to advertise and try to re-brand itself during what will likely be one of the most-watched television events of the year.

Brittany joined TheStreet.com TV in November 2006 after completing a degree in Journalism and Media Studies at Rutgers College. Previously, Brittany interned at the local ABC affiliate in New York City WABC-TV 7 where she helped research and produce On Your Side, a popular consumer advocacy segment.

TheStreet Recommends