Our Car Commercial of the Week is Kia's newest Soul commercial. Entitled “A New Way to Roll 2010”, Kia continues to build on its previous metaphor-filled advertisement where we Americans are hamsters and apparently every other car out there is the same and gets us nowhere.
What I like about this commercial is how it plays tongue-in-cheek with some of the other boxy cars that are currently being offered. For instance, there are a couple references to the Scion xB. One of which is the constant use of toasters. For those of you who don’t know, Scion xB loyalists often refer to their rides as “toasters”.
Then there’s the washing machine that appears. Unless you’re new to the automotive industry or have been under a rock for the past couple years, “washing machine” is a direct reference to Bob Lutz’s criticism of the Scion xB’s exterior design, stating that it looks like “an angry washing machine”.
And I’m assuming that the cardboard box is alluding to Nissan’s Cube, which has not been doing so great in sales. Overall, what I like about this commercial is that it’s witty, appeals to young urban people like myself, and just like the Kia Soul itself, knows how to have fun.
theCD's take: Doo...Dah...Dipity
Comments
excellent job
10 years ago if you told me hamsters would make me laugh, and entice a twenty/thirtysomething to buy a car, I would call you crazy. The industry and focus has shifted.
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