You know I don’t rant that often, but I had to, God help me.
1) There are no female hamster engineers.
2) The male engineers turn their tiny female pet hamster into a hot babe.
3) Male hamsters look like hamsters. Female hamsters look like hot women with hamster heads.
4) Male hamsters do not stop to check if their beloved pet is okay. (Nevermind that they clearly kept her confined to a plastic ball.) They don’t even talk to her. They pile into the car to go buy more hamsters and turn them against their will into hot female hamsters presumably for their sexual amusement. Because women are interchangeable as long as they are hot. Because buying pets for your sexual gratification is totally okay. Because sexual slavery – which is what we are making a nod to here – is totally cool.
5) Female hamsters are immediately attracted to chunky male engineers.
Overall message: Women are lacking, but men came make them better and hotter through science, so they can be used for sex. ::headdesk::
Reaction from my 18 year old, “Idk I mean it’s kia. What do you expect. I think it’s weird they’re getting baby hamsters & sexualizing them.” WTF, Kia. Seriously.
Who approved this?
Not to mention than from strategic point of view, this commercial is an epic fail. Kia advertises to a young male demographic because Kias are cheap. Kids don’t have money to buy electric cars or hybrids; that demographic is wealthier, better educated, and ranges to middle age. You know how can afford these cars? Empty nesters. They tried this experiment with Honda Element before and it had to be discontinued, because 18-25 males do not purchase new and expensive cars. They buy used sporty looking things on their own. You know who buys cars for that demographic? Parents. We bought three cars in the past three years, one to replace our aging Honda Element and two for the kids. Kid 2 is coming up on the driving age.
Kia believes that women do not buy their cars. I’d hate to disappoint them.
Guess what we won’t be buying?