The 30-second US Kia spot, The New Species of Soul, appears to be a typical car ad. Three versions of the Kia Soul are put through their paces with the usual fast curves and hill climbs. Admittedly, the landscape is interesting – un-earthly, even. A volcano whose crater moves?

Then the Kias are eaten by the chameleon on which they’ve been travelling.

https://youtu.be/P65yrUBilAo

The press release explains that the chameleon is a metaphor for the new Kias. “It has been said that, ‘It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is most adaptable to change,’” the brands states.

“No matter what you throw at it, the all-new Soul has you covered. From the rugged X-Line to the turbocharged GT-Line and the head-turning Soul EX Designer Collection Package, Soul’s extreme adaptability makes it the ultimate chameleon,” added Saad Chehab, vice president, marketing communications, Kia Motors America.

Do you still just see three cars annihilated by a giant lizard and wonder, “Is the Kia trying to look weak?” The title, Give It Everything, does little to help. It didn’t save the cars.

The campaign includes 60-, 30-, and 15-second broadcast versions for general market, and 30- and 15-second versions for the Hispanic market. A digital campaign and in-cinema airings in the US begin towards the end of April supporting the broadcast elements.