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.
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