Kia Soul Makes Strangers Stare -- "Cabin"

The new Kia Soul is so compelling you will want to look deeper. And to depict this in the most obvious way possible, Publicis/Toronto came up with "Peer Into a Soul."

Each spot tackles the concept with a different film genre, a gimmick meant to appeal to people who want something more from their car marketers. The campaign DP is Robert Yeoman, who worked on The Royal Tenenbaums, Life Aquatic and The Squid and the Whale, so we naturally expected the pieces to ooze some sub-normal slice-of-lifishness -- like that feeling you get when a joke's happened but was so subtle you didn't laugh, and now all the hipsters know you Do Not Belong.

We did not get that feeling, but the choice of music certainly oozes Yeoman.

Rating: