Great Commercials--"Joyride Dream"
Submitted for your consideration, my wife's all-time favorite car commercial. Its official title is "Joyride Dream," and the soundtrack is the James Brown-esque "How You Like Me Now?" by The Heavy.
The commercial pitches the Kia Sorento, a mid-sized crossover, and is intended to appeal to young parents. In an interview quoted at the "Inspiration Room" advertising blog, the creative director of the ad agency said, "We found the idea and our cast of characters sitting in the back of our cars. The idea was quite literally staring us in the face."
So who are these characters? They're toys, such as the children of young parents might have. The big red whatever-the-hell-you-call-something-that-looks-like-that is the character "Muno" from the Nick Jr. series Yo Gabba Gabba. The others are a robot, a teddy bear, a "Sock Monkey," and someone called "Mr X" who looks like Cousin Itt with a suntan. We see our five protagonists on an extended recreational road trip, engaging in extreme sports, taking mechanical bull rides, romancing shapely girls in the hot tub, and committing other assorted acts of hoonery on their way to Vegas, baby! Some highlights:
0:01 -- I love the composition of the opening shot, with Muno's eye and the matching bowling ball.
Cousin Itt Mr. X making a snow angel.
0:26 -- You can't help but chuckle at Sock Monkey's embroidered "tattoo."
0:29 -- Sock Monkey pushes the Sorento to the limit, catching air at the crest of a hill.
0:36 -- Our heroes get a slow-motion power walk at the entrance to the casino.
0:40 -- Who better to dance the "Robot" with than an actual robot?
0:46 -- And now for the punchline: it was all just a dream . . .
0:53 -- . . . or was it?
Except for a barely-perceptible MPG statistic at the very end, this commercial contains no hard information about the actual car, just a few beauty shots . . . and some catchy music . . . and hilarious visuals . . . and characters who develop a remarkable depth of personality considering you only see them for less than a minute. In other words, it may not be a rational argument for the Sorrento, but it sure is a wonderful one.
If Kia's really smart, they'll start equipping every new Sorento with an accessory sock monkey . . . with a tattoo.
--Cookie the Dog's Owner