Kia’s television commercial for their new vehicle, the Soul, is simply confusing and bizarre. The use of rapping hamsters has nothing to do with the product or their target audience. In fact I found the hamsters to be a turn off and it hurt the brand and their new car. Most people who drive Kias are younger to middle aged women. They are looking for a safe, attractive, and reasonably priced car. This commercial is targeting younger single men who are more inclined to listen to rap music and dress like the hamsters depicted. Also, the song that the hamsters are rapping lyrics state, “you can get with this, your you can get with that.” I thought this was an appropriate song at first, but they then compared they new Kia Soul to a washing machine and toaster “car.” These comparisons do not relate to Kia and really do not make the Kia look any better. In fact they made me think of the car as a household appliance that you have to have to do boring house chores. Someone who is buying a new car wants beauty and luxury, not boring and necessary. Kia defiantly missed the mark on this Television commercial!
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