Kia Soul commercial wins the “Automotive TV Ad of the Year” award!
The awesome Kia Soul TV commercial was named “Automotive TV Ad of the Year” at the Nielsen Automotive Advertising Awards during the New York International Audio Show.
The cute and creative Kia Soul commercial shows a city that is inhabited by hamsters in suburban streets who go about doing what hamsters do best – mindlessly running on their exercise wheels but never moving to another spot.
They are not getting anywhere. But their world suddenly changes as a flashing red Kia Soul crossover pulls up to a stoplight. The windows roll down and inside are tree hamsters tapping their paws to cool music. These cool hamsters running on the 2010 Kia Soul discovered “A New Way to Roll.”
The creative commercial creator, David&Goliath, depicts the Soul as a lounge on wheels as the hamsters bob their head to four different music tracks coming from the Kia’s audio system with speaker lights pulsing to the beat of the music.
As viewers look closely, on the cool hamsters’ iPod are information on the song tracks and artists. This was an intentional placement because each track is downloadable from kiasoul.com website.
The Nielsen Automotive Advertising Awards chooses the best advertisements based on the votes of an online panel of TV viewers who watch TV programs not as a clinical research but an actual natural TV viewing experience.
The panel is part of Nielsen IAG’s National Ad Effectiveness Study. Panelists respond to the survey within 24 hours of watching the ad.
A hamster was the perfect character for the commercial since it is known to do just one thing – mindlessly run on a rut. Michael Sprague, marketing vice president of Kia Motors America explains: “The Soul was designed to stand out in a sea of sameness and that same philosophy guided the creative development of the hamster campaign and to position Soul as Kia’s affordable halo vehicle.”
Mr. Sprague also says that funky Soul was the first car to emerge from Kia’s design-led transformation, and the hamsters quickly became a viral success and grabbed the attention of young and young-at-heart buyers looking for something with a unique personality and turned Soul into an overnight sales success story for the brand.
This outstanding 5-door hatchback is not excellent in TV commercial alone. In addition to its stylish look, the 2010 Kia Soul is also known for its excellent standard safety features, which include active seat headrests, dual front airbags, front seat-mounted and full-length side curtain airbags, Antilock Brake System, Traction Control System (TCS), Electronic Stability Control (ESC), Electronic Brake Distribution (EBD) and Tire Pressure Monitoring System (TPMS).
It also has a front and rear crumple zones, side-impact door beams, impact-absorbing steering column and Lower Anchors and Tethers for Children (LATCH) system.
April 13th, 2010 at 1:46 am
So Greg’s hamsters do rule the day for parent Company, Kia!
April 13th, 2010 at 4:46 am
Lol, Eeyore (my hamster) says hi! Actually, all he did was sniff my finger, but what do you expect from a hamster?
April 13th, 2010 at 11:01 pm
Hamsters are downright cool.
April 15th, 2010 at 4:59 am
We call them Rats!!
April 19th, 2010 at 2:31 pm
any update as to when the rest of the site is going to be in full operation?
June 14th, 2010 at 10:09 pm
I’m black and I’m not offended by the commercial. Besides, you are right most black people buy Caddlilacs but hardly do I ever see black folks in any of those caddy commercials. The black folks give like 60% of Caddilac’s revenue but ALL i SEE on the commercials is white folks. It’s like Caddilac is ashamed of advertising their cars with black people yet, the Rappers like Jay-z influence people to buy an ugly Caddy.
June 14th, 2010 at 10:17 pm
And because black people, are into what their favorite rapper says about Caddy’s, poor black folks usually drive hoopdy Caddilacs. I see all those old 1990 something caddys broke down on the side of the highway and still with a 30 day tag. But hey at least their $5,000 spinning rims are still spinning. Until I see black people on their caddilac commercials, I ain’t buying.
June 14th, 2010 at 10:21 pm
And black carl, the message for the commercial ain’t about black people but the message is about young people. But you wouldn’t know anything about that you probablly was born in the 1950′s in Alabama. I call those type of people “old fasion”.
June 18th, 2010 at 6:50 am
JAYLEN, R U BLIND, AND STUPID? I AM BLACK, AND OFFENDED, AND U SHOULD BE TOO! THEY R PLAYING RAP MUSIC, AND THEY HAVE RATS, NOT F-N HAMSTERS, WEARING HIP-HOP CLOTHES. THIS IS UNACCEPTABLE AND IT HAS NOTHIN TO DO WITH YOUNG PEOPLE, THE RAP MUSIC, THE CLOTHES, AND THE F-N RODENTS. BUM ASS CAR!
June 18th, 2010 at 6:59 am
JTS UR F-N REALLY STUPID, IM YOUNG N WOULD NEVER LOOK AT THIS COMMERCIAL AS ACCEPTABLE. THOSE RACIST BASTARDS BEHIND THIS COMMERCIAL WERE WAITIN 4 DUMB BLACK PEOPLE LIKE U, 2 OVERLOOK THE BLATANT RACISM GOIN ON HERE. THERE LAUGHIN WHILE UR PAYMENT 4 THIS RACIST VEHICLE IS BEIN CASHED. WAKE UP STUPID!
June 18th, 2010 at 5:51 pm
Why must you look at it like that? If you choose to look at it in that way, then you deserve to be offended. You have had integration for a long time now – stop making every thing racial. Doesn’t it get tiring for you?? Like Jaylen, I have NEVER seen a black person driving the Soul, and I think more whites listen to rap music than any other ethnic group. You just want your attention. That’s all its about is attention. Oh, and RU BLIND, AND STUPID? THOSE ARE F-N HAMSTERS!!
June 26th, 2010 at 2:11 pm
Did you notice the “Amsterdam Ave” sign in the commercial .FYI that is not a “veiled” symbol of Black Harlem. It is clear and upfront.
Why not just have “kids” of all ethnicites in the car. All of them listen to the same mindless music and seem to be heading in the very same direction.
Alertmuse NYc
June 26th, 2010 at 8:01 pm
Hey dumb Kay, the name is JTZ not JTS. Z and S or totally two differnt letters but I’m stupid. And Kay your mother must be the sell out naming you after a white baBY. And if you really want to get about black people the animal that reprsents blacks ain’t hampsters its Monkeys dumb Kay but you wouldn’t know anyting about that would you? Oh and if they represent black foks, why is it that none of the rodents’ pants hanging from their knees? Kay and Black Carl don’t be Jealous because Hyundai/Kia seems to be in better shape in designs than your Honda or Toyota. Taking out your jealousy on Kia’s success. I know I can feel your pain, jealous because the Sonata and Optima look better than your Camry or Accord. And you can’t stand the fact the Soul is dogging the Scion XB. Yeah I say in about 3 to 7 years, Hyundai/Kia will out sell Toyota Globally. See haters, You can’t talk about their designs, you can’t talk about their performance, and you can’t talk about their quality so what’s left, commercials.
June 26th, 2010 at 8:06 pm
If the commercial represents black folks, how come none of the Souls have spinning rims? Why doesn’t none of the hampsters have a chain that comes down to their knees? Do you see any Hmapsters with gold teeeth? What about that huh? Please if you want something negative to say about Kia, you can always go to the “don’t buy a Kia blog” The discussion is about a 1996 Kia Sephia. I went on their and I e-mailed one of my “who would have known speeches” to the person who started the blog and never gotten a reply.
June 26th, 2010 at 8:14 pm
Oh and Kay, you’re stupid. Hampsters and Rats are not the same animal. If they have sex, no babies would come out. Just thought I educated you and black Carl some. If a baby does come out, that baby cannot reproduce. Like a Tion or Liger can’t reproduce. And Alertmuse thank you so much for replying on here, I would have never seen the commet of Kay callimg me “stupid” (you can tell she is immature and needs to grow up). The hampsters reprsent all the young folks. if it is racist why did it win an award and didn’t get taken off like the Spectra 5 ad for Cananda? Huh/ That ad was about a female cop who pulled the young man driving a Spectra 5 over for speeding and made out with him instaed of giving him a ticket (I bet you would do that wouldn’t you Kay?). The Soul commercial is still on air.
June 26th, 2010 at 8:32 pm
Oh and dumb kay, if you so offended why you didn’t say nothing until black carl said something? With a white person’s name. You claim to be black but your mama named you Kay.
July 4th, 2010 at 2:48 pm
Too bad that everything had to degenerate into a pushing-shoving match, and too bad that folks are so sensitive that they see everything as a threat to their beings. Its 4th of July–Independence Day–let’s put it behind us and get on with life, waddaya say?
July 9th, 2010 at 6:04 pm
The Kia Soul hamster ads are despicably racist. “Hampsterdam Avenue,” for crying out loud. I am advocating that this ad be removed from television and movie theaters, where I first viewed this insult. The reason companies feel comfortable using blatantly racist images is because they are no longer held to account. Time to get some spine, young black folk. All the injustices and stereotypes that I and my generation fought for the past 40 years have been resurrected because the young people are silent and on the sidelines. African American are not viewed as legitimate consumers but as caricatures and fools. It’s too bad there isn’t more of a backlash against this mindless, racist tripe.
July 10th, 2010 at 12:04 am
OMG people. Do you realize that the producer of this commercial is black? It is time that white people start screaming racism at everything, just to see how you like it. I am going to write nasty emails to Cadillac and Lincoln for making vehicles that only black people drive. I am going to advocate against the sales of “spinners” and big rims, because they are a blatant stereotype. I am going to write a letter to the City of New York to proclaim that Harlem is portrayed as a black neighborhood, and it makes me uncomfortable. You are threatening my well being. The fact that you are calling this commercial racist is a direct insult to white people, and it is despicable. BTW, Amsterdam, the capital of the Netherlands (the highest concentration of Kia Soul sales in Europe), is where “Hamsterdam” comes from.
July 11th, 2010 at 5:09 pm
Greg,i completely agree.It’s amazing that people still even think that way.enough said.
July 11th, 2010 at 7:00 pm
These ads are just stupid. Not funny, not cute, not innovative, not thought-provoking. Actually makes me want to avoid the car. A waste of computer processing and advertising dollars. “Automotive TV Ad Of The Year”?!? What a dismal year it must have been.
July 11th, 2010 at 8:08 pm
Who cares the Soul is outselling the Cube and Scion XB. And I see black folks driving Souls ever now and then. Big deal get on with your lives. Greg these people are Kia haters. They can’t say anthing negative about Kias now so they trying to do whatever they can to come on here negative. Think about it? The New Sportage, Sorento, Optima, Forte/Koup coming out with good designs, better reviews by journalist. What else is their to talk about? The Sephia is dead. The Amanti is dead. The K7 is more souped up than the LaCross and looks better. The Sorento, Sportage, K7 and K5 have panaramic sunroof with horspower that is higher than their rivals. Their sales are wayy up globally and in N. America selling over 30,000 units months in a row. They have a new plant producing american made Sorentos here. So what else is their to talk about, a commercal that has hampsters but ignorant people trying to twist the commercal around by calling the commercal rascist and calling hampsters rats. Since when was hampsters used to symbolize black folks? I thought MONKEYS were.
July 11th, 2010 at 8:11 pm
Black people need to stop buying caddilacs until a black person is advertised in their commercals. After, all, my race is responsible for over 50% of Caddy’s revenue but that money is going to the actors that ain’t black.
July 12th, 2010 at 4:43 am
This Commercial is out of control!!!!!! Why can’t you people see these commercials for what they are……..
RACIST….. they are out right saying that Black People are HOOD RATS!!!!!!!
@jtz shut up… just shut up you sound stupid….. @ greg I don’t care if the producer of the commercial is black or white it’s still stupid! It’s not funny or cool..in fact it’s very wack. You can feel free to write all the letters you want too.. and if you feel threatened by harlem than stay out of it….
July 12th, 2010 at 12:15 pm
You shut up. Don’t get mad at me because caddy’s advertisments lack black people.
July 13th, 2010 at 3:09 am
You young guys have been fooled by Kia’s Mad Ave bulls$&t. Hamsters are large rodents aka rats, vermin etc. Put those rodents in jewish or muslim garb, and watch the sh?t fly. TOTALLY RACIST, get used to it from these capitalist shitb$gs.
July 13th, 2010 at 3:15 am
Also the nonsense you are pushing about the production crew or director being black is meaningless. I am As black as the ace of spades and I know this is racist. White people thought nothing of playing blacks in blackface, MAMMY !! look at the movie BAMBOOZLED you fools, blacks deliberately played to racist stereotypes to make money !!!
July 13th, 2010 at 5:40 am
Lol so how many foolish young blacks would spend their last check to buy a chain, gold teeth, make unplanned babies that they cannot offord I the tax payer am taking care of black dead beat black kids baby while the blacks sell drugs and do whatever else the rapper Eminem well tell them to do. Please if we gonna protest against this let’s put all the non black rappers on the kithen table. They copy the black rappers style and make just as much money as well. Blacks started rap. right? So Drake is Canadian so blacks should be offended. If u see this commercial as race thing, stop going to the liquar stores on every corner giving those stores your money. You don’t see corner stores in Baverly Hills. It ain’t really the producer of this comercial’s fault this is how most blacks are so there. If not tell me this, why in most black hoods there is a high crime area and we kill each other? Black role models who are rappers influnece the young to skip school, sell dope, get all the new gear. Until all of that is solved this stament about this commercial does not move me one bit. And if u want to use “rats” u are right. Black hoods are all littered just like rats. Why else do nice cities have really high rent or high morgages to keep the rats out. Rats trash up neighborhoods and brings down the property value. I see black families move in to really nice areas and trash it making the whites move further and further into the burgs. Think about it why would any dealership ever sell brand new cars where the blacks all live to steal? I’m no sell out of my own race this is what I see. Heck 20% of the people in the states have some type of college degree and if u cut it down to black people less than 5% of black people have a degree. I’m one of the blacks to get my accounting degree. So this commercial didn’t offened me. Heck more blacks are in prison than any other race. So this commercial has some truth to it but the question is what u going to do about all I said? The answer… Nothing but complain.
July 13th, 2010 at 6:03 am
Now go continue to let rappers Jay-z ect. To influence u to continue to be broke because Lil’ Wayne said “Caddilac” in his lyrics. I see blacks buy a new car yet still in the projects. They would even get the same rims those rich rappers said on credit before they would put food in their unplanned child’s mouth. But this commercial is Wayyy bigger and more important than all I said. So you guys are right the commercial has truth to it and I just revealed it by telling “US” how most of us are. Hey successful blacks: would u rather live where you are now or move to the hood? The education in the hood is poor too. Hey its the truth I rather for my child to have the best education than an education in the ghetto. Its so sad and having the first black President it would seem like that would motivate more blacks to do better in life.. But nope they want to be like T.I. Then when a commercial like this comes out blacks don’t want to be reminded how we are so they call it racist. Yeah the rats are the blacks with no future.
July 13th, 2010 at 6:08 am
BTW, I’m no longer defending this commercial I’m just telling how majority of my race really are and if I’m lying how come a college gradute that is black is very very low?
July 13th, 2010 at 4:31 pm
Oh yeah also, the errors occured because I typed ALL this with my I Touch by Apple. I didn’t have the freedom the type like on my computer. You know the 8G I Touch that allows you to download thousands of soungs and movies. Will typing is sorta hard. Most times, when I’m typing a word using that apple I pod, it gives me suggestions and I try to exit out but it post them anyway. And another reason for the errors is because I’m using a screen the size of a Game Boy so it is very easy to miss run ons, errors and grammer. Just thought I correct myself. Typing from the Nintendo Wii is even worse.
July 13th, 2010 at 4:34 pm
Just thought I correct myself because I’m no rat. Oh how silly of me “Soungs” it is songs. Gee I guess that is what I get for listening to all those rappers with bad grammers, you began to write like you talk because that is what you listen to. Too bad deleting this commercial wouldn’t do anyting to the black race.
July 13th, 2010 at 10:12 pm
You know another thing that is sad about my black race? Black rappers educate the young that it is ok to call a black female a b***h or h*e. When I listen to a rapper’s album and I hear the artist calling a black woman out of her name, the female agrees with it. THERE IS SOMETHING REALLY WRONG WITH THAT!!! That offens me more than this Soul Commerical. I treat females with respect. After all, every man came from a female. Lol, this commercial doesn’t even touch the crust of what racist is really about. The core starts with the african americans. Why on earth would I defend my own race when less than 5% of my kind actually finished college. This puts President Obama to shame.
July 13th, 2010 at 10:22 pm
That is why this commercial doesn’t offened me. Thanks for opening up my eyes that the hampsters are the blacks that have no future, no education, no plan but making unplanned babies. And you want me to help you guys delete this? How ON EARTH TAKING THIS OFF AIR IS GOING TO STOP A BLACK RAPPER FROM CALLING A BLACK WOMAN A B***H and the women are alright with it!!! THAT’S WHAT I SEE!!! I see it all, becuse I’M JTZ, I’m never blind. If I can identify that the Mazda Tribute’s headlights came from the Honda Ridgeline’s I know problems when I see them. I can see EVERYTHING. It’s like this: Before you start this Soul Commerical as being racist first get the race togather first. After, all, you never go to an interview by having your suit and tie all pressed and togather but you still have sleep in your eyes and your teeth are yellow. You start at the head and work your way down. You guys started at the bottom by blaming other advertisiments yet your own race is rascist to themselves. What are you going to do about it? Nothing…. but complain.
July 17th, 2010 at 4:28 am
I DON’T CARE IF A BLACK OR PURPLE OR RAINBOW PERSON MADE THE COMMERCIAL.
IT IS CLEARLY RACIST!!! I HATE THE COMMERCIAL EVERYTIME IT COMES ON. CLEARLY TRYING TO SELL CARS TO HOODRATS! I HAVE BEEN SEEING IT FOR MONTHS HOPING IT WILL GET PULLED OFF THE AIR. STILL RUNNING SO NOW I’M MAKING IT A MISSION TO POST ON EVERY BLOG SITE ABOUT IT.
I HOPE KIA REALLY IS GOING OUT OF BUSINESS!
July 17th, 2010 at 4:41 am
Damn. It’s too bad they turned a 12 billion dollar profit last year.
July 17th, 2010 at 5:09 am
IF PEOPLE ARE STUPID ENOUGH TO BUY THEIR CARS, THAT’S ON THEM. YOU PROBABLY BOUGHT A CHEAP ASS KIA TOO! MAYBE YOU’RE NOT BLACK…JUST PWT…
THEY’LL NEVER GET A PENNY FROM ME….
IF I DIDN’T HAVE A CAR…I’D RATHER WALK.
July 17th, 2010 at 7:53 pm
I’m as lily white as they come, and I believe a lot of racist talk is crap–I was floored when I saw this commercial EVERYTHING about it is demeaning. Unreal that is thing made it on TV.
July 17th, 2010 at 10:19 pm
I hate this commercial. I especially hate the fact that I have seen it a dozen times in the past hour. Where can we go to advocate and get it removed????
July 17th, 2010 at 10:45 pm
That’s what I want to know. I WANT THIS AD REMOVED! I am posting and reading as much as I can to find out.
From what I’ve found, Len Hunt is the President and Chief Executive Officer, Kia Motors America, Sales, Marketing and Distribution
The article above says…
“A hamster was the perfect character for the commercial since it is known to do just one thing – mindlessly run on a rut. Michael Sprague, marketing vice president of Kia Motors America explains: “The Soul was designed to stand out in a sea of sameness and that same philosophy guided the creative development of the hamster campaign and to position Soul as Kia’s affordable halo vehicle.”
Do black people mindlessly run on a rut? WTF????????
July 19th, 2010 at 8:01 pm
Lol. These commmets are so funny!!! Len Hunt doesn’t even work for Kia anymore. He went back to Audi almost two years ago. Beavis got fired too Oh yeah, the Soul commercial is ok with me as long as I get to see more funny commets from the person I believe is the same guy!!! Lol. These commets are so funny. Hey BJA what other blogs have you been too, I want to read your hallarious commets about this commercial. These commets are just so so funny!!! I love these commets. Keep going with them. oh yeah I hope you guys still reply if the commercial does go off air!! Please still reply don’t leave!!! I love it. Maybe I should reply and change my name and act like I hate the commercial too!!! I love these commets. I really do. Hamsters as black people lol!!!! Hamsters on Hamsterdam!!!! “Hey my car broke down.” YOu know what, my pretend username next is going to be Hamsterman.
July 19th, 2010 at 8:09 pm
I with you bja, this commercial is ricist. Hamsterdam!!! Police officer “Shots fired on hamsterdam.” “We have a robbery three hamsters just stole a hamsterwheel”. Officer 2, “copy that, we are on are we with the hamster swat team” Keep on posting and posting. I want to see 500 commets. No 600. No 1000, no 1million. Keeep posting it’s racist. racist I tell you. Get al shaprten no get Obama or the fbi man. i LOVE THis that’s what blogs are all about arguing and agreeing. I love this. So everyone who thinks it is racist post, everyone wo thinks it NOT racist post. Lets get a battle going a war. Lets keeping going and going like the energizer bunny. They should make a movie called Hamsters in Brooklyn. No no, Hamsters from the ghetto. Yeah!!! Go Hamsters!!! Oh wait, I’m agasint the commercial sorry. Lol Ok bja your turn.
July 24th, 2010 at 5:54 pm
The commercial is obviously targeted at young people that are into the culture of youthful blacks. That includes many young white people, but probably most young black people. If you’re over 45, like I am, you probably find the commercial blantantly racist . . . and it is in a way! Most young poeple, both black and white, don’t have the same perception of racism as those of us over 45 do, since their culture and fashions are heavily interwoven, not like it was when we were young. I even find the the modernized version of Louie Armstrong’s “zippidy doo da” at the end offensive, since to me it punctuates the racist underlying message I see. Anyone under 30 probably has no idea who Mr. Armstrong is. For those of you who don’t know, he was an incredible black blues musician from New Orleans, one of the first to become widely popular with whites, not just because he had great talent and a unique style, but also partly because he fit the image of the stereotypical black blues musian so well. In the 1950′s, black performers had no choice but to fit that mold, if they wanted to take advatage of the additional exposure and income that. This commercial is also fitting a similar mold, but most the target audience has no memory of that mold, and the creators of the commercial know that.
July 24th, 2010 at 6:01 pm
My husband and I saw this ad the other day and we both were shocked that no one was making a huge deal about it. Maybe it’s only an old-fashioned term or maybe it’s just a regional thing, but both of us grew up knowing that hamster was sometimes used as a very deragatory slur meaning African Americans. We don’t use it, we think it is wrong, but it IS what it is. It would be the same difference if the hamsters were replaced by dancing saltine crackers driving a “beemer” or dancing meatballs wearing white beater t-shirts while driving a Mustang thru Brooklyn. For the millions KIA must have paid to create it & air this ad, they should have done a little research first. I actually don’t have a problem with the Hip Hop slant and I’m sure they are not trying to call African Americans “hood rats”. KIA might be completely oblivious to it, but there is a large viewing audience that consider this little hamster as racism at it’s highest form – the dirty KKK kind of rascism.
July 24th, 2010 at 6:30 pm
This commercial was made as a sequel to the first hamster commercial. Where were he racist remarks on the first one? Society is disgusting the way they label things as racism, even if it was never meant to be. Here’s a thought, try watching it without any racist pre-bias.
July 29th, 2010 at 4:56 am
Your all ignorant for taking the simple idea of hampsters dancing, and turning it into some kind of racial parody or ploy to make a race feel inferior. The civil war was decades ago, grow the f–k up and get along. Noone is dumb enough to intentionally release a racist commercial in hopes of a profit? THEY ARE SELLING CARS. Are you all that stupid? I hope all of you will someday come to realize the time you’ve wasted on hating. Leave comments about cars on this page morons; thats what its for. Good luck with life
July 29th, 2010 at 4:52 pm
Besides, the new Chrysler commercial is racial. But they ain’t going to say nothing about that since its not Kia.
July 31st, 2010 at 10:03 pm
I remember segregation. My generation broke through all that and my kids have made ever greater strides. None of it was easy. The time for excuses is over: every one needs to get a life and take responsibility for his or her own actions. Those in minority subcultures need to do their own fixing: white folks cannot do it for you. It is your life: you have to throw out what’s bad and keep what’s good. White folks need to work on their own problems: kids that can’t read, kid having kids, kids into drugs, no one paying taxes but the middle class. If you don’t like the commercial, start a letter-writing campaign or an e-mail cascade. Don’t spend time arguing on the internet.
August 27th, 2010 at 11:17 am
This commercial is not even close to racist. The subculture of young blacks and whites is all about baggy clothes and hip hop music. Climb off your soapboxes and stop reading into every thing as an insult. Besides, if you knew anything about Korean culture, you would know that Koreans are considered the Ni**ers of the Orient. I doubt they are purposely racist!
November 7th, 2010 at 4:45 am
is thinking why is it that people can’t the hidden racism in KIA Soul’s Marketing Ad’s with “the RATS, in the HOOD!” People with Soul will drive the KIA Soul because they are “HOOD RATS.” And every commerical there is HIP HOP music playing in the background! HEELLOOO???!!!! where is the NAACP!
November 7th, 2010 at 5:05 am
I love this commercial, but it’s racist as hell. The first time my friends mom saw it she said, “You know we used to call n*ggers hamsters when I was your age.” I’m pretty sure they wanted the hamsters to resemble rappers, who are mostly black.
November 7th, 2010 at 5:17 am
Uhh there’s no black people on cadillac commercials cuz they don’t drive new ones, unless their famous.
November 8th, 2010 at 1:58 am
you know “hamster” is a derogatory term for black people, right? hahahaha, i’m surprised this commercial doesn’t have the NAACP up in arms…
November 8th, 2010 at 5:22 am
Anyone who thinks this is racist is an idiot. They’re freakin’ Hamsters.
November 17th, 2010 at 1:29 am
All you fools crying about this commercial! If you relate to the hamsters then the commercial is for you. In NYC I see all colors of kids acting and dressing like the hamsters. What color is “Turtle” on Entourage? What color is Eminem? If you think it’s all about being black then you are wrong. What’s worse, if you think all blacks want to be associated with the gang banger image you are wrong. I know blacks at my job who are embarrassed by them. You don’t have to dress like a clown just cause you like the circus. Get it?
November 19th, 2010 at 1:04 am
ummm… black people are not the only people who wear baggy clothes in the first place most teen boys in my town and from what i’ve seen when i visit other towns or cities wether they are african american or mexican or white or native american all dress the same nothing should be based on race anymore hamsters are cute they capture attention you see an animal in a commercial like that you think omg i wonder what this is for I love hoodies and im mexican.. what does that have to do anything with black people, and everybody listens to rap,hip hop, or whatever its just music i see nothing racist about this commercial teal’c your pretty much right. this is stupid and moronic to argue about the first thing i learned in economics was that companies like to appeal to younger crowds
November 22nd, 2010 at 7:45 pm
Ok people its just a car commercial, Stop being stupid and closed minded to think that those hamsters are being used as a racial element. If you dont like the commercial dont buy the car.
December 20th, 2010 at 3:12 am
DO the marketing genius at KIA not realize what is going on here? Just ask any NYC corrections officer. Hamster is a term that people use to refer to black people because they dont want to say the other thing. You might as well have Nazi Germany use Jews to sell Gas!
January 11th, 2011 at 5:58 am
FOR YEARS WHITE PEOPLE HAVE BEEN CALLING BLACKS “HAMSTERS” BECAUSE THEY PISS & SHIT WHERE THEY EAT & LIVE. NOW KIA WANTS TO MAKE THIS COMMERCIAL… I DONT SEE HOW THEY GOT AWAY WITH THIS.
January 18th, 2011 at 2:25 am
The Kia Soul hamster ad despicably racist and I was offended beyond words when I first saw it. Terrible! What were they thinking!
March 12th, 2011 at 6:25 pm
When I first saw this commercial I could not believe what I was seeing. Then I saw it a second time and felt very offended. One of the problems with this commercials is that it feeds into negative stereotypes about people of color. The second concern is who is Kia marketing to? I personally would not buy a product that disparages any group of people. Kia you’ve lost me as a potential customer for life.
March 26th, 2011 at 3:55 am
I am deepyl disturbed by the message you’re sending on your commercial on the Kia Soul. Hood Rats? Really? So I took a survey and asked 15 people what’s their first impression. It started out, “watch this really cool commerical with some great beats. So what do you think”. 12 out of 15 thought the commercial was racist. So, what are you saying, Kia Soul is affordable at $159 a month for the average hood rat? Shame on you!!! Do your research on where the term “hood rat” comes from!!!!! Who’s your marketing insensitive firm? I hope no one finds Kia worthy of support.
April 5th, 2011 at 1:59 am
My asian friends say the commercial is racist toward asians, my black friends say its racist toward black people. Two things are for sure, white people are the only ones that don’t think its racist and, it’s obvious the commercial is racist.
April 17th, 2011 at 8:06 pm
I watched this commercial with my 22 year old daughter and I thought it was racist and she did not. We discussed it and I pointed out the Amsterdam ave street sign as being a clear indication this was black people. She still believed I was over reacting. I think It’s really clear racism but different generations see things different. I won’t buy the car but advertising is not directed at me.
April 20th, 2011 at 3:53 am
I’m a white guy I suppose. This is racist on so many levels. It is shameful. I didn’t think hamsters, I thought hoodrat. That’s just a level of it. I could go deeper. They are not the only ones though, mcdonalds preys on black people. I’d be more pissed about that.
May 8th, 2011 at 9:56 pm
The racisim continues with Kia. I just saw a commercial in front of the Laker game with two shadows playing basketball. At the end of the commerical it is actually two white guys playing at night by the light of their kie. The shadows were two black guys who could really play. However, when they showed the white guys playing, they were two guys who obviously “can’t jump”. So there are no black guys who can’t play basketball? By the way, the Lakers are down 3 – 0 to a team led by a big white guy who can jump and shoot. Kia is once again shameful. I would never buy won of their cars.
May 21st, 2011 at 12:25 am
the kia soul ad has me absolutly boiling, I would like the ad banned
May 30th, 2011 at 4:36 am
I was going along enjoying this commerical until I read how many of you are offended. I’m sorry you feel that way.
July 25th, 2011 at 12:37 am
I am a college student and I am currently taking an art direction class. Our assignment for this week was to locate a commercial and answer questions like, “what grabbed your attention about the ad?” and “Why do you believe this medium was chosen for for this ad?” Questions like that. I was very excited to use this particular ad as the focus of my project until I read some of the comments placed here. I am African American and I have a scenario and a question for ALL of you with negative coimments and attitudes.
*A hamster will get on his little wheel and run and run and never end up anywhere new, and will do so until he becomes tired and gets off. Once he has regained some semblance of energy, he will hop right back on that wheel and do the same thing over and over. When will his endless cycle stop? The little hamster has no choice in the matter unless his owner decides to remove the wheel diverting his focus on other areas of his cage. We….human beings, we have a choice as to where we will go, how we will get there, and who we will embrace or hurt along that journey. So, my question to you ALL is when will this endless cycle stop? Someone or some group of people must ask thenmselves this question…someone has to be the bigger person(s). Someone has to make a decision to get off the wheel and move forward or to stay on and continue to go absolutely nowhere! Again I ask you, when will the endless cycle stop?
August 29th, 2011 at 6:00 pm
Look up what Hamster means in Urban Dictionary and this will put all this fighting to rest.
August 29th, 2011 at 7:02 pm
Hamsters:
Hamster is a racist term, for an African American, used without them knowing for decades by whites attending a company picnic. It later spilled over to the general public.
“Hey hurry up guys before the freekin hamsters eat all the chicken and watermellon!”
Hamsters are considered disposable animals which is how this term originated.
I find it hard to believe that Kia was not aware of this. So for all the African Americans who feel offended by this commercial but just couldn’t realy pin point why……this above is why.
I cannot believe these commercials are still on the television and an apology has not been said.
August 30th, 2011 at 5:23 pm
ham·ster
/ˈhæmstər/[ham-ster]
noun
any of several short-tailed, stout-bodied, burrowing rodents, as Cricetus cricetus, of Europe and Asia, having large cheek pouches.
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That is the ACTUAL dictionary definition. Making a reference to something slang from urban dictionary is irrelevant and inappropriate.
August 31st, 2011 at 3:21 am
Greg…your missing the point….for decades people used this word to demean African Americans. You can’t change how the word Hamster is meant when used a certain way any more then you could change the N words meaning. White people for decades were called cracker. Just because the webster dictionary says it’s something you put cheese on doesn’t mean it’s not also a demeaning word. African Americans have a right to be upset and you have no right to diminish how they feel.
August 31st, 2011 at 3:52 am
You go ahead and interpret it how you want. A global company trying to appeal to the largest number of people is not going to intentionally and purposefully market something that would be degrading to a large part of their target demographic. Do you go to Petco to the hamster section and demand they let all the “African Americans” free? I mean, WTF are you thinking? The hamsters in the commercial are just that. HAMSTERS. If you want to make it something it’s not…whatever.
August 31st, 2011 at 5:03 pm
Gerg there just making it up if the hamster used for African Americans. Three reasons 1. they didn’t say shit on the first commercial about it. 2. If you watch Roots, COLOR Purple, Night John, the word Hamster wasn’t used for us slaves but the N word was used though and 3 why didn’t they say shit about it on the newest commercial? And 4, if it’s so racy why is it that no one stopped the commercial like the Spectra 5 commericla in Canada that gave female officers a bad name? Why are they doing it? I’ll tell you why Greg, because it’s Korean. If Scion or Nissan used hamsters for their commercial they wouldn’t say nothing. In other words, they are salty because of Kia’s success and since they can’t really talk about a Kia like they used to, they have to attack the best they can. After all, Dan’s 2001 Rio negative commets stopped. But if they still want to act like Kia didn’t just release the new Soul commercial let them.
September 6th, 2011 at 10:51 pm
Hey guys, This commercial is racist. I dont care if you are black or white. I am an American mixed breed like everyone else. But, simply put, this commercial is targeting black americans. The name KIA SOUL itself, is more of a black name. Soul Food, soul trail, Soul music, KIA Soul. I dont care what you guys say, Soul is more associated with black people. THEN you add in these commercials where they are obviously trying to target americas hip hop culture. However, the outfits they are wearing are based on black fashion. YES, some white people wear that stuff too, but they are called wiggers where I am from. And like others noticed, thats not the suburbs of New York they are cruzing through. Thats a downtown area i probably wouldnt feel safe in.
Bottom line is, if you dont realize this car and commercial combo is set to target black people, then, as Michael Jackson says,,,thats just ignorant.
P.S. Notice i used black people, rather than African American. Its simple, if you were born in Africa, and then became a citizen of the US, THEN you would be an African American. But you werent…..so your just a plain old AMERICAN..just like ME.
September 14th, 2011 at 8:05 pm
All you offended people…get a life. It’s a cartoon. Don’t like it, don’t watch it and don’t buy a KIA.
What makes it funny and what upsets you is that it is so true to life.
September 14th, 2011 at 10:41 pm
I seriously get a big laugh out of those idiots. They are always so victimized! Oh, a silly cartoon car commercial is attacking my ethnicity! LMFAO.
December 6th, 2011 at 3:58 pm
@ Bert Ignoring that Kia just released another Soul commercial for the 2012 model year. But since Kia is Korean haters are going to still reply to an outdated Soul commercial ad just to try to keep s**t started since they can’t really say the new commercial is racy.
December 21st, 2011 at 1:52 am
i typed in “hood rats commercial” and the kia soul automatically popped up along with all of this . i just wanted to know if i was the only one who “got” the fact that the music, the moves, the neighborhood, the clothing (including the hoodies) were a direct reference to young black or latino urbanites. the debate of whether or not the participants in the ad are rats or hamsters is silly because i simply saw a rodent….i saw the hoods, i saw that they were living in the “hood” and put two and two together. you don’t have to be a genius to “get it”. has anyone actually looked at the kia soul (the name was too easy)…it looks like it wouldn’t be cool enough for anyone under the age of 45. i could see some of my elder church-lady friends or any senior citizen for that matter driving it…but not a hip youngster. i’m black and in my 60′s and female…and i don’t find that car very attractive…i drive a jag….but the main point is that kia took a boring car and began a dialog..good or bad…their so-so car is causing us to pay attention because of their ad campaign…mission accomplished by kia…now find something more important to blog about and be passionate about….ignore kia… that will tick them off. advertising agencies know that they have 3-4 seconds to capture their audience before their commerial is turned off ..kia simply did a good job of getting everyone’s attention…how we choose to respond to this or any other info thrown our way is up to our own capacity of intelligence. ……ps:the new kia ad campaign is just like every other ad…yawn