Commercial Analysis

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The Hampsters Are Cute Though…

with 2 comments

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.


Written by commercialanalysis

July 9, 2010 at 9:41 pm

Posted in Durable Goods

2 Responses

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  1. Have you ever thought that maybe you put too much thought into commercials? I saw the commercials running on tv and thought they were cute but didn’t listen to what was really being said about the vehicle. I thought the vehicle was pretty neat so I started my research, made my decision, and went down to the nearest Kia dealer and bought one. The warranty is great, the quality is great, it holds my family of 5 and our gear for our outings, and it’s great on gas.

    If I were to put some thought into the commercial at all as you have, I think I could relate to the Soul’s slogan of being “a new way to roll.” It’s classified as a compact SUV and it’s pretty sporty. I didn’t see any on the road so I could relate to slogan I guess.


    July 23, 2010 at 11:31 am

    • The criticism isn’t of the car itself, but of the way the car is being sold. The commercial presents a false alternative: you can either be “cool” and just “roll”, or you can be “uncool”, think carefully about what kind of car actually suits you, and end up with a treadmill, a toaster, a cardboard box, or a washer.

      Kia should simply emphasize the car’s valuable features – artfully, if necessary – because the purpose of advertising is to efficiently delivery information, not to provide help in forming a self-image.


      July 23, 2010 at 12:00 pm

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