Yes, we know it’s the Wednesday before a long weekend–about the time where everyone starts to check out and pine for the weekend. Thankfully, Kia brought the party to us with this, its new 90-second ad for the Soul.
That’s not to say that the Soul’s ad makes sense–it somehow mashes opera with one of the summer’s hotter dance tracks (“In My Mind (Axwell Remix)” by Ivan Gough and Feenixpawl ft. Georgi Kay, if you’re so inclined) in the middle of an 18th-century opera house, turning hundreds of powdered-wig-wearing stalwarts into laser light-show loving ravers. To cap it all off, Kia’s ubiquitous hamsters drive away from the dance party in a white Soul that appears to travel through space and time.
To be honest, we’re not sure how this video sells cars, so we’re open to your interpretation. We would, however, recommend that loud dance music fans option their Souls with the Infinity audio system, which adds a subwoofer, an uprated amplifier, and LED speaker surround lights that pulse to the beat. The dancing hamsters would approve.
Check out the video below and let us know what you think.