The Hampsters Are Cute Though…
The idea is that most people are wasting their lives expending their energy and getting nowhere. Following the crowd and looking mundane because of it. The type of car a person drives is supposed to be an indicator of the type of person he is. The Kia Soul, allegedly, is for the type of person that isn’t stuck in a rut. The type of person who thinks for himself. In other words, it’s a tool for him to continue to move forward and an expression of his soul.
That’s the message, but there’s a contradiction. Observe who it’s addressed to: the people who are stuck in a rut. The people who are mundane. This car’s slogan is that it’s “a new way to roll.” In other words, the Kia Soul won’t compliment your soul, it will change it for you. Which is it?
The irony is that it’s the very practice of buying things to fill holes in one’s soul that puts one on the “treadmill of life” – and condemns a person to driving something mundane – in the first place. Kia is trying to capitalize upon the inability of America’s youth to identify cause and effect.