By Barry Janoff
January 28, 2015: Pierce Brosnan and Jeff Bridges are both actors associated with roles that resonate with thrills, chills and kills.
Now they both are leads in marketing campaigns for Kia's Sorento and Web design and hosting firm Squarespace, respectively, that ail put them in the middle of action before, during and after Super Bowl XLIX.
Brosnan has been James Bond (GoldenEye, Tomorrow Never Dies, Die Another Day, The World Is Not Enough) and the star of such high-octane movies as The Thomas Crown Affair and Dante's Peak, as well as the pre-Bond secret agent title character in TV's Remington Steele.
Jeff Bridges has played the lead in his share of such action-adventure flicks as Tron, 8 Million Ways To Die, King King, True Grit and R.I.P.D., embracing along the way a variety of roles that have earned him six Academy Award nominations, including the 2009 film, Crazy Heart, for which he won an Academy Award as Best Actor.
For Kia, Brosnan gets to be in and out of character, while Bridges goes goes beyond his on-screen character for Squarespace to encompass his facets as a musician and philanthropist.
Squarespace, which entered Super Bowl space last year, will debut its second during Super Bowl XLIX. Creative will feature Bridges and highlight his "Sleeping Tapes" project, an album of "relaxing sounds, guided meditations and stories designed to lull you to sleep," created and recorded by Bridges, which he shares in the spot.
Post-game, limited-edition cassette tapes and vinyls will be available for sale at a dedicated Web site, DreamingWithJeff.com. According to Squarespace, "100% of the retail price (excluding shipping and service fees) from each album sold goes directly to Share Our Strength's No Kid Hungry campaign, which is dedicated to ensuring kids have access to the healthy food they need, every day."
The 30-second spot will run during the first half of the game.
Lead agency is Wieden+Kennedy, New York.
"We're thrilled to get the opportunity to work with such an incredible personality on our latest campaign, which extends far beyond the Super Bowl spot," Anthony Casalena, Squarespace founder and CEO, said in a statement of Bridges. "We wanted to create a campaign to illustrate that any idea, no matter how wild or weird, can be presented beautifully and meaningfully through Squarespace. Instead of being built around an ad, our campaign is built around a real project on our platform."
Brosnan's role for Kia is anchored by a game-day spot, "The Perfect Getaway," in which he appears as himself in the office of a Hollywood agent pitching an upcoming movie. Support includes Internet and social media including Facebook, Tumblr, Instagram, Pinterest and YouTube.
"We open on you driving in a car on a snowy mountain road," says the agent. Brosnan envisions a Bond scenario, driving 200 MPH, surrounded by snipers and confronted by a missile launcher while on a secret mission that takes him to a desolate and dangerous hideaway, which explodes as he draws near.
In reality, as the Hollywood agent describes the plot, Brosnan is in a Sorento CUV, driving 30 MPH on a beautiful snowy mountain road past owls and moose to a beautiful cabin.
"No explosions?" says a despondent Brosnan. "No," replies the agent, "but there are fireworks" as we see a beautiful woman in the front door, which makes the Bond in Brosnan smile. "Can I keep the car?" Brosnan asks. "You can keep the car," says the agent, to which Brosnan responds, "I'm in." (See the full spot here.)
The 60-second spot for the 2016 Kia Sorento CUV will air during the third quarter of Super Bowl XLIX.
According to Michael Sprague, evp-sales and marketing for KMA, "Pierce Brosnan's persona is the perfect fit for our seventh Super Bowl commercial, which finds the action star and Kia's most capable CUV ever charging up a snowy mountain road for a very different type of adventure that turns out to be the 'Perfect Getaway.'"
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