Will Cute and Cool Hamsters Sell the Kia Soul?

The Kia hamsters are now doing their thing in a video featuring Black Sheep’s “The Choice Is Yours.” It’s a cool little video that I think could go far in selling the Kia Soul.

Here are the upsides to this spot:

Cool feeling. The music and the characters are cool — in a cute, fuzzy sort of way. Which is the feeling Kia probably wants people to have when they think of the Soul.

Good branding. Kia marketers are doing a good job of creating the brand of the Soul, along with some mascots.

Good differentiation. Kia is differentiating itself by saying the Soul is better than their competitors’ vehicles that are in the Soul’s class — comparing them to toasters and boxes and washing machines.

Cool Tagline. “A new way to roll.” Enough said.

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