Kia has released an extended version of its 60-second Super Bowl ad, and it's a really fun spot with Pierce Brosnan that manages to have its cake and eat it, too—by both celebrating and poking fun at over-the-top Super Bowl spots.
In the spot, the former James Bond is getting briefed by his agent on his role for the ad, which he assumes will be standard action-movie fare. Instead, the agent keeps comically lowering his expectations. It's not a Bond-esque escapade, he explains—just a normal car-driving-through-the-mountain ad.
Along the way, we see each scene play out the way Pierce thinks it should, and then how it actually does. This, of course, makes it a Bond-esque escapade after all—as well as a sly critique of such spectacles (at which Kia, of course, has excelled in the past on game day).
The on-screen text at the end really caps it off. Nice work by David & Goliath.