A Car with Swag

Cars, cars, cars.....

When you think of a car commercial, what do you think of? Heavy, serious, sleek, smooth, like a cool white collar businessman.... pretty much these stuff. Or, on the other hand, it might be more family centered, about safety and comfort. However, this commercial, on about Kia's new SOUL car,  takes an interesting take on the image of cars. Hip hop dancing Hamsters.

First of all, this commercial finds its perfect in that first, this commercial was shown during the MTV Video Music Awards, a perfect event that you can lure the young, music loving audience with hit music. Also, the commercial uses a trend setting music, LMFAO's "Party Rock." The kind of dance the hamsters do is called shuffle. To have this kind of music and this kind of dance, it is sure enough to attract the TV viewers.

The big question is, why hamsters? If you think of people dancing, it might have been dull, because we basically think of dance=people. However, animals don't dance. This fact makes the dancing hamsters funny and interesting. Thanks to this imaginative commercial, it is all the more fun and playful to watch.

The last thing that makes this ad the more effective is the fact that they made a contrast between the fighting deadly robots and the hip, cool dancing hamsters. This is an interesting thing because, eventually the ad is selling a machine, which is no different from a robot. Cold, no mercy... However, they are linking the car with warm-blooded animals. This indicated that the car is no ordinary car. It is no cold, heartless machine. It is actually a "soul"ful thing, full of fun and quite trendy.

By taking an approach as such to a car eventually resulted in a great acknowledgement from many all around the world.