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.
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