Another example of why a good idea can work in multiple markets. KIA Motors takes the Hamsters from the inner city, off of the courts and away from the beat driven group of younger ethnic buyers and successfully hands the Soul off to a group that is cool, hip and significantly more neutral.
Race and socioeconomic status are neutral in this ad. To me it says be a different kind of professional and not just another one of the hamsters(rat race)...drive a KIA Soul.
The same general commercial concept...with a little LESS soul, or maybe more of it.
Monday, November 29, 2010
Kia Soul
In contrast to some really bad commercials with a poor use of little fury creatures I have to submit this from KIA Motors as a little piece of commercial genius.
What makes it so good? Check it out and see if you agree.
There is no doubt who KIA's target demographic is and what they get for their money, starting at under $14k. Inner city buyers who are into functionality and style that screams sick but affordable. In this case, I think the Hamsters are effective in their ability to capture an audience based on the furry factor...I mean, Hamsters in oversized hoodies rollin through city blocks to the beats of a little RUN DMC. I wouldn't go as far as to say they were cute, but they work as spokes-hamster for a small car in an on the move market.
There is more genius in the comparitive examples throughout. Roll in a KIA Soul or fall on your face in a crayon covered cardboard box. Drive a Soul or get burnt in a Toaster oven or get caught in a washing machine. It's a perfect mix of creativity, entertainment and a neutral but effective DIS on the competition...ANY and all of the competition.
And I love the old school RUN DMC, nice to see the Rev makin some bank on a revival sample track that fits the concept perfectly.
So the question: Would I buy a KIA Soul? The answer is probably not, but the commercial doesn't want me too, so it's all good.
What makes it so good? Check it out and see if you agree.
There is no doubt who KIA's target demographic is and what they get for their money, starting at under $14k. Inner city buyers who are into functionality and style that screams sick but affordable. In this case, I think the Hamsters are effective in their ability to capture an audience based on the furry factor...I mean, Hamsters in oversized hoodies rollin through city blocks to the beats of a little RUN DMC. I wouldn't go as far as to say they were cute, but they work as spokes-hamster for a small car in an on the move market.
There is more genius in the comparitive examples throughout. Roll in a KIA Soul or fall on your face in a crayon covered cardboard box. Drive a Soul or get burnt in a Toaster oven or get caught in a washing machine. It's a perfect mix of creativity, entertainment and a neutral but effective DIS on the competition...ANY and all of the competition.
And I love the old school RUN DMC, nice to see the Rev makin some bank on a revival sample track that fits the concept perfectly.
So the question: Would I buy a KIA Soul? The answer is probably not, but the commercial doesn't want me too, so it's all good.
Quiznos
There are several ad campaigns that I like, pretty much all the time. Jetblue does a good job, Nissan has been creative overall but as a part of this blog and the opinions expressed within it...I cannot avoid pointing out a really BAD campaign. One that does not fall into the "any press is good press" category nor do I think it is so bad it's good product either.
Remember this?
YO, Quiznos...this is NOT a good campaign. This screams of a desparate act to steal whatever market share Jared and Subway captured with the warm and fuzzy I ate and lost weight commercials.
The only success I'll give you is the over 800,000 views on Youtube. But I can't help to think that with those views are an equal number of roadkill induced visits to the toilet to throw up even the concept of eating a Quiznos sub.
Please stay close to the "MMMM mmm MMMMM mmmm MM....Toasty!" Because a Quiznos sub really is so damn delicious! Not to mention there is a fair amount of brand equity still left in the self respect and corporate image department.
Remember this?
YO, Quiznos...this is NOT a good campaign. This screams of a desparate act to steal whatever market share Jared and Subway captured with the warm and fuzzy I ate and lost weight commercials.
The only success I'll give you is the over 800,000 views on Youtube. But I can't help to think that with those views are an equal number of roadkill induced visits to the toilet to throw up even the concept of eating a Quiznos sub.
Please stay close to the "MMMM mmm MMMMM mmmm MM....Toasty!" Because a Quiznos sub really is so damn delicious! Not to mention there is a fair amount of brand equity still left in the self respect and corporate image department.
Miller Lite vs Evil Beaver
OK...so the title alone is noteworthy right? What could this advertisement be talking about and how does it tie into...well, ANYTHING? Good ad or bad ad is the question.
First of all, any ad that get a reaction is a good ad, despite the use of bad tactics, bad production or even and especially just a bad idea. In this case, there is so much of this commercial that IS bad..that this advertisment for BEER is good...no wait, GREAT !
Enjoy!!
Bad:
- Homesteading Pioneers(cowboys, oxen and pullcarts just never seem to be funny, unless one is being gored by the other...)
- Costumes (again...cowboys and an honorable mention for the Beaver, but too many cowboys and only one beaver seems to go against the expectations of a cowboy.)
- Subtitles (isn't that a little neglectful of our hearing impaired viewing/listening audience?)
- Acting
GOOD !!
- Pioneers (the thought of them being gored or losing a limb IS a little intriging.)
- Costumes (I thought it was Sasquatch initially...but it's a big freaking BEAVER...and that is big freakin funny.)
- Motorcycle (not just the motorcycle but the fact that the beaver is rockin his cap backwords while doing laps around the cabin...nice!!)
- Shewing (the act of shewing a crazy eye'd, man sized, plastic tailed, motorcycle riding beaver WITH A BROOM is just classic, we all know a pitchfork is the tool to use)
- Peg Leg (the fact that there is a peg leg in this commercial is so bad it's good but the beaver gnawing through it in the middle of his rage is AWESOME !)
And the Evil Beaver chillin with a Miller Lite while the homesteaders run for their lives...well, that just makes me wanna drink more beer.
And THAT is what advertising is all about.
First of all, any ad that get a reaction is a good ad, despite the use of bad tactics, bad production or even and especially just a bad idea. In this case, there is so much of this commercial that IS bad..that this advertisment for BEER is good...no wait, GREAT !
Enjoy!!
Bad:
- Homesteading Pioneers(cowboys, oxen and pullcarts just never seem to be funny, unless one is being gored by the other...)
- Costumes (again...cowboys and an honorable mention for the Beaver, but too many cowboys and only one beaver seems to go against the expectations of a cowboy.)
- Subtitles (isn't that a little neglectful of our hearing impaired viewing/listening audience?)
- Acting
GOOD !!
- Pioneers (the thought of them being gored or losing a limb IS a little intriging.)
- Costumes (I thought it was Sasquatch initially...but it's a big freaking BEAVER...and that is big freakin funny.)
- Motorcycle (not just the motorcycle but the fact that the beaver is rockin his cap backwords while doing laps around the cabin...nice!!)
- Shewing (the act of shewing a crazy eye'd, man sized, plastic tailed, motorcycle riding beaver WITH A BROOM is just classic, we all know a pitchfork is the tool to use)
- Peg Leg (the fact that there is a peg leg in this commercial is so bad it's good but the beaver gnawing through it in the middle of his rage is AWESOME !)
And the Evil Beaver chillin with a Miller Lite while the homesteaders run for their lives...well, that just makes me wanna drink more beer.
And THAT is what advertising is all about.
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