Great Commercials--"This or That"
Kia's latest commercial for the Soul compact features their posse of giant anthropomorphic hamsters kickin' it giving props to their ride. The soundtrack is a catchy bit of old-school (1994-vintage) rap, "The Choice is Yours" by Black Sheep.
Kia's first hamster commercial won a 2010 Silver EFFIE Award from the American Marketing Association. This one is easily its equal, and right up there with the "Joyride Dream" ad for the Sorrento in entertainment value--absurd and comical, yet utterly convincing. I don't know if the hamsters are CGI or animatronics or actors in hamster suits, but for one full minute there, they have me completely sold on the idea that there is, somewhere, an inner-city neighborhood (centered on Hamsterdam Avenue) populated entirely by giant hip-hop hamsters in hoodies who bust mad rhymes.
I think I'll get with this, 'cause this is kinda phat.
--C-Dog's Owner in the house
Anthony Cagle on July 23, 2010 at 08:06 AM
I don't get the hamsters.
epilonious on July 23, 2010 at 08:14 AM
I love the car and the commercials but a friend's recent interest in one shows that many Kia and/or Hyundai dealers apparently don't know what the heck they are doing with the youth market they so desperately crave.
Of the brillion Soul's in Georgia... 8 are manuals, 7 of those are the 1.6 model, and one is the ripped-to-the-tits plushmobile. It appears that getting a manual "+" is damn-near impossible.
It reminds me of "Teh Great Manual 2.0T Gen-Coupe hunt": Dealers kept ordering 3.6 Automatics despite waves of 20-somethings saying they would absolutely love . Dealers that said they had a 2.0T manual turned out to be /lying/ about it and just trying to upsell.
I dunno, maybe Hyunkia's around Atlanta are just extra-shady or something.
John B on July 23, 2010 at 09:58 AM
I'm a bit older than their target audience and was never "hip" so I wondered if there is some special meaning behind the hamsters?
:)
Mark E Mark on July 23, 2010 at 10:05 AM
The hamsters is a continuation of a previous ad where all the "other" hamsters drove around in hamster balls, while the "cool" hamsters had Kia Souls. It's a bit like the Geico geko or the cavemen, after a while people forget why the mascot is there or never even saw the introductory commercial.
And to answer a previous question, these hamsters are a combination of people in suits and CGI. (I'm a geek)
Anthony Cagle on July 23, 2010 at 10:50 AM
Ah yes, I remember the hamster balls one now. Thank you.
Les on July 24, 2010 at 04:23 AM
I'm surprised it only gets 31 on the highway. It's a small car, and the base engine is just a 1.6, so it should do better.
Nevertheless, I think the two Korean brands are doing more to advance automotive style than almost everyone else. I actually find myself looking forward to their next intro, which isn't something I would say about the other mainstream brands.
Too bad GM's Korean imports are so cluelessly bland and gutless.
CJinSD on July 24, 2010 at 01:07 PM
Les,
This car has a big frontal area and is generally shaped like a box. The size of the engine doesn't determine highway mileage, it is the amount of work the engine has to do. I had an Audi 5000S and a 4000CS quattro that both had the same engine. The 5000S had a drag coefficient of .30 and weighed about 3,100 lbs. The 4000CS had a drag coefficient closer to .4 and weighed about 2,900 lbs. The 4000 got 23 to 26 mgg at all times, highway, city, zooming around on back roads. The 5000 got about 20-22 around town and 30 on the highway. It was bigger and heavier, but slipped through the air much more easily.
Ben on July 26, 2010 at 06:25 AM
I'm 26 and if I were going to buy a Kia, it would not be the soul. I test drove one for my mom, then we drove the forte. The forte was a much better driver. It also comes with a nice "sport package" and a six speed manual as well as stitched seats with matching leather wrapped steering. The soul is just a bad copy of the xB IMO and it will always be subpar because Kia is afraid to push boundries where as Toyota, who've always had great sports cars (especially the Supra and MR2) knew that adding an optional turbo or supercharger would open up the market.
Bob G on July 27, 2010 at 03:12 AM
Cute ad. I think I liked the earlier one better, but they are doing a fine job making you remember the car.
jjd241 on July 28, 2010 at 12:50 PM
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