So who is the target audience?

[snapppyd]

http://www.youtube.com/watch?v=ytBDsr1GILI&feature=fvst

eta: I am changing my original post to say that I think it is insulting to the neighborhood/people I thought it was targeting/stereotyping.

 

[FireDancer]

I don't think it is insulting anyone. Kia has used different types of music and the hamsters to promote the Kia Soul from day one. That was just the hip hop version of the commercial.

 

[Goofyluver]

We always dance when it comes on.

 

[Uncle Remus]

I love that commercial.

ETA: But I wouldn't buy a KIA, I need more space.

 

[SandrA9810]

Well the target audience sure wasn't me. That was beyond annoying, and the hamsters have been since day one. I never got it then, don't get it now, and don't ever care to. And no, it does not make me like Kia any more. In fact, it makes me question their intelligence.

 

[snapppyd]

So while other cars are talking about airbags, safety, mileage, the people on (H) Amsterdam Avenue are hamsters in a toaster? Sorry, it's really insulting to me. Maybe it's because I'm from New York?

 

[Uncle Remus]

The ones that really insult me are the ones where the car has to meet some child's approval.

 

[snapppyd]

The ones that really insult me are the ones where the car has to meet some child's approval.

At least a child is human, with human intelligence.

 

[EMom]

I love those hamsters. I like that the only ones with clothes on (for the most part) are the ones in Kias and the ones in other "vehicles" are naked hamsters.

 

[Goofyluver]

So while other cars are talking about airbags, safety, mileage, the people on (H) Amsterdam Avenue are hamsters in a toaster? Sorry, it's really insulting to me. Maybe it's because I'm from New York?

I'm not native, but all my family live in NY. My mother's a Brooklynite.

I still like to dance along.

 

[Uncle Remus]

At least a child is human, with human intelligence.

DVD players in cars aren't that important to me.

 

[katesorad]

I hate that commercial. It probably is trying to appeal to kids who want their first car at 16.. or 18, or whenever they get it. I don't know. It's rather annoying.

 

[Goofyluver]

At least a child is human, with human intelligence.

Okay, now I'm curious.

Who's being insulted?

As far as I know, I've never heard of a hamster comparison meant as an insult. In fact, I've never heard of a hamster comparison at all.

Aaaaand, I still like to dance along.

 

[jlewisinsyr]

Their target audience is under 30, and the commercial was rated extremely well in the target audience. Actually if I recall, it won a few accolades for being witty and the music used.

Lost on how the commercial is insulting. It highlights the cool features of the car, to seperate it from all the other "rides" on the road.

One other note, this commercial is pretty old.

 

[Tigger2252]

I believe the target audience is the Twenty-something crowd. I find the commercials cute and think they are just saying that you can drive a cute, hip car or a cardboard box or toaster. FWIW, my 23 year old daughter bought a Soul back in August and LOVES it. So, I'm thinking the target audience "gets it". As far as air bags and safety ratings, the twenty something audience couldn't give a hoot. They want cute, with good gas mileage, bluetooth compatibility and Sirius radio. They will worry about airbags when they get old like the rest of us.

 

[Hannathy]

Who is it insulting to? Hamsters?

I don't find it "insulting" at all. It isn't my favorite but it is hardly insulting.

and as far as that goes it did exactly what a commercial is supposed to do You remembered it and you remembered the product Plus you are talking about it on a public message board more exposure for it's product. I say that makes it a plus,plus plus! Good job advertising agency.

 

[bumbershoot]

That's hilarious. And disturbing, as they look real.

You can drive a boring utilitarian vehicle (washing machine, toaster, etc), or you can drive the Kia. We're all stuck on this hamster wheel of life, might as well drive something fun.

(wow, felt like I was back in college or something, analyzing the ad...)

 

[PixieDustandEeyore]

its annoying not insulting so maybe you have a syntax issue, if not weird you find it insulting.
ETA: Is it insulting to disabled hamsters who are unable to dance or rap?

 

[jlewisinsyr]

ETA: Is it insulting to disabled hamsters who are unable to dance or rap?

Which would be a great correlation to 99% of us white guys.

 

[Goofyluver]

Which would be a great correlation to 99% of us white guys.