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Kia Soul: This or That

Advertising Agency: David&Goliath, USA
Chief Creative Officer: David Angelo

Executive Creative Director: Colin Jeffery

Art Director / ACD: Rodrigo Butori

Copywriter: Noah Phillips

Executive Producer / Managing Director: Carol Lombard

Executive Producer: Paul Albanese


Production Company: Partizan

Director: Antoine Bardou Jacquet

Director of Photography: Guillermo Navarro

Executive Producer: Sheila Stepanek

Line Producer: Louis Saint-Calibre

Editing House: Union Editorial
Editors: Jim Haygood (Union) and Bill Smedley (via Work Post – London)

Producer: Michael Romandi
Post Effects: Frame Store London

Producer: Tim Keene

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48 comments

Reality Check's picture
Reality Check
1799 pencils

It must have looked great as a storyboard.

bad astronaut's picture
bad astronaut
544 pencils

and it still looks great in motion.

keithstoeckeler's picture
keithstoeckeler
425 pencils

Great spot. Must have been a great client meeting when this concept floated across the table.

Guest's picture
Guest

it's fun

AssassinX's picture
AssassinX
1329 pencils

The best KIA ad I've ever seen...

Guest's picture
Guest

Whatever happened to "concept?" Account people can write this crap

Guest's picture
Guest

If the general public think the 2 transformer robots from Transformers 2 are racist, is this?

Guest's picture
Guest

addicted to it!!
love it!!

atb2005's picture
atb2005
13567 pencils

The song is The Choice is Yours, a 90's hip hop hit by the Black Sheep. I find it very annoying. The spot itself is mildly amusing; it fits the KIA image perfectly, and is probably good for the target audience too. Davidandgoliath are known for doing things differently, so I am not surprised this came out of that agency.

Guest's picture
Guest

If you watch their video, the song has a message. I am forced to listen to pop all day. Target audience? I see a lot more of the opposite in Kias.

Guest's picture
Guest

Really? I mean.. really?

bad astronaut's picture
bad astronaut
544 pencils

Really what? speak up!

miko1aj's picture
miko1aj
3097 pencils

Inspired by Michel Gondry's work?

  • http://www.youtube.com/watch?v=nvKy1CyrCmM
  • Beautifully done, but hmm, it won't help that car is simply ugly.

    brookjohnston's picture
    brookjohnston
    296 pencils

    'So here's what I'm thinking.....hip hop hamsters in street toasters.'

    Perfect.

    bricard's picture
    bricard
    189 pencils

    Haha perfect. I love this commercial, great that their adding to the campaign for the Soul. I wonder how many hamster commercials they'll end up doing.

    Guest's picture
    Guest

    i really like this!!!!!ssssssso!!!!cute~! love it! i have a fun!

    MissCopywriter's picture
    MissCopywriter
    168 pencils

    OK I know what the brand stands for, but not tempted enough to buy, fun to watch anyway, nice work :)

    tamils's picture
    tamils
    202 pencils

    any way this is the very good commercial...like it .clear concept and execution....

    kalpesh78's picture
    kalpesh78
    2580 pencils

    beautifully executed...

    ideas....30 minutes nahi toh free.

    Guest's picture
    Guest

    one of those ads which makes the larger thought irrelevant simply due to its interestingness.
    remember advertising people, its content that we strive to create, content that people will want to watch. this is it.

    mertyarapsan's picture
    mertyarapsan
    11 pencils

    I like this!!!!!!!

    Prime83's picture
    Prime83
    497 pencils

    Why mice?

    bad astronaut's picture
    bad astronaut
    544 pencils

    think metaphors buddy.

    bobby666's picture
    bobby666
    1460 pencils

    the commercial is brilliant and surely has the recall value. good.

    Guest's picture
    Guest

    It would be nice if you could put, under each tv commercial a place where it was made :)
    (Where the film shooting was).

    mike11's picture
    mike11
    268 pencils

    I like the hamsters. Buy why is the choice between a Kia and a toaster or a Kia and a bus made out of a cardboard box?? Why not a Kia vs, say, a hamster wheel?

    bad astronaut's picture
    bad astronaut
    544 pencils

    because it's not as funny and it would be too cliche. Besides, they already used the hamster wheel in another commercial.

    suheru's picture
    suheru
    54 pencils

    Great ad!

    But the 'Ah.. Come On' sample is disturbing really.

    Music needs a remastering I think... Anyway, great!

    Guest's picture
    Guest

    levi's

    Guest's picture
    Guest

    This is a great concept! Laughs off stereotypes beautifully

    Guest's picture
    Guest

    Hottest commercial of the summer!! I'll take the hamster and the kia..too cute!

    Guest's picture
    Guest

    I thought it was hilarious and I won't soon forget the ad. KIA clearly has a target audience in mind.

    Guest's picture
    Guest

    I guess I'm in the minority here but I think this commercial is 1) Incredibly annoying 2) Stupid and 3) A motivational tool to go out and key a Kia Soul as soon as humanly possible. I hate this spot (although I love the song; have always loved the song). Perhaps I don't "get it" or perhaps it really IS a piece of crap.

    Guest's picture
    Guest

    How about actually compensating Black Sheep for the use of their song and likenesses in this commercial. They have yet to receive a dime!

    Guest's picture
    Guest

    How do you know? You know Drez?

    Guest's picture
    Guest

    THIS IS THE MOST RACIST COMMERCIAL I HAVE EVER SEEN AND I AM SO SICK OF SEEING IT. I WAS HOPING IT WOULD JUST GO AWAY BUT SINCE YOU RACIST ASS PEOPLE THINK IT'S SO CUTE, MAKING IT A MISSION TO BLOG ABOUT THIS COMMERCIAL TILL THEY PULL IT. FOR YOU ASSHOLES WHO SAY THEY AREN'T BLACK, HERE ARE THE FACTS....

    THEY ARE PLAYING BLACK SHEEP MUSIC (NOT POP, COUNTRY OR ROCK)
    THEY ARE DRESSED LIKE THEY BELONG IN A RAP VIDEO AND BESIDES EMINEM, THERE ARE NO REAL WHITE RAPPERS
    THEY ARE IN THE HOOD
    STOP MAKING EXCUSES FOR YOURSELVES LIKE THEY AREN'T BLACK PEOPLE....
    HAMSTERS MY ASS, THEY ARE CLEARLY A PORTRAYAL OF "HOODRATS" AND I GUESS A CHEAP ASS KIA IS ALL HOODRATS CAN AFFORD HUH KIA...

    I HOPE KIA IS GOING OUT OF BUSINESS FOR REAL!

    GET WITH THIS A CHEAP ASS KIA OR A TOASTER HOODRATS...THAT'S THE MESSAGE OF THIS COMMERCIAL.

    Guest's picture
    Guest

    you are absolutely correct!!

    bad astronaut's picture
    bad astronaut
    544 pencils

    this is the most idiotic comment from a guest. :)

    Guest's picture
    Guest

    I drive a Kia and remember when the song was new. Nobody said that they weren't black, but how is it racist? They aren't dread/braid wearing, pants below their knees wearing, gold tooth wearing wannabe thugs. I am black BTW and will avoid a gas station if I fear for my life. The commercial is funny and I never tire of it. The commercial does its job by being memorable. Your comments are offensive to me and your energy is wasted typing is all CAPS. I just went to a car show and Kia prices are right in line with other makers.

    Guest's picture
    Guest

    Since the 1st time I saw this commercial I felt uncomfortable about it, but didn't know why. I wasn't looking for racism, but something about the way hamsters portrayed ghetto stereotypes was a little unsettling.
    Creative Genius!? I have to disagree. Although the animation is pretty awesome, it makes my skin crawl everytime it comes on...1.) It's Creepy 2.) It's a bit racist -- too ghetto to not be 3.) It pimps out Black Sheep's awesome song -- I feel like this commercial took a major crap on it.

    Guest's picture
    Guest

    Ghetto how? Overused term of which no one knows the origin. I travel to a rural area daily and blacks/whites dress the same as they do in my city. Personally, they can take some cues from the hamsters and pull up their pants. If they were "white", would you have made a comment or remember the commercial? How many songs are brought back to life via movies or other media?

    Guest's picture
    Guest

    I am wondering who the target audience is?

    Guest's picture
    Guest

    I don't like how the rodents have to keep pointing between the KIA and the "that's." Yes we get it. You're simply going along with the song as the camera cuts back and forth, yet every time they have to spell it out for you. Definitely treats audience with little respect, borderline racist considering the rest of its content.

    Guest's picture
    Guest

    if you are targeting to black people atleast make a commercial that we can relate to... I mean my inference is hood rats that ride in piece of sht cars..hamster or rat its all the same thing...The only people that like this commercial are white people..only because a white person thought about the idea of this crappy commercial...If your going to target to black people.. have a black person create a commercial that us black people can relate to...

    Guest's picture
    Guest

    i agree completely with the last comment and i am white

    Guest's picture
    Guest

    It isnt that hard to undertand what happened here. Some idiot dreamed up a commercial that was not intended to say anything racist but rather to spoof rap culture. The problem is there was no substance or idea behind the spoof, which resulted in dehumanized urban gerbal ‘clowns’ drowning in black strereotypes. It wasnt intentional I’m sure, but it surely was a tad racist-ish.

    It is pretty great to hear Blacksheep in acommercial though…

    Guest's picture
    Guest

    I find it racist and annoying. Shucking a jiving..living in the projects of the city, this is crap.

    Guest's picture
    Guest

    I'm glad that Kia has chosen to be honest, and admit that the only way their car looks good is if it's compared to a toaster.

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