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.
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