Our reality check is often about marketing because its the truth and the lie about all things. And given much of my background is in marketing and PR I just have a fascination for it.
While we poke a lot of holes in automaker PR schemes, this week we share one that knocks it out of the park on all counts.
Launching the new all-electric Soul EV, there is a new Kia Hamster video with a sound-track from Maroon 5, which aired for the first time last night on the MTV Music Awards.
The extended commercial starts in the lab where hamsters working accidentally zap one of their own, turning it into a voluptous female. Soon they are off to the pet store to make more.
Along with the Maroon 5 “Animals” sound-track, the commercial is set to be another hit for the brand, which has already well mixed the imagery of animated rodents to electronic dance music to a good end.
What makes this silly marketing scheme work is that it’s backed up by a product that’s actually quite good.
The Soul and the new Soul EV offer up design, quality, and value that not only meshes well with its marketing image, but doesn’t let you down once you get behind the wheel.
It’s a simple formula some automakers have yet to get. Build good cars to start with, then you can do anything ya want.
