It’s tempting to read Mark Romanek‘s new Kia commercial as a big joke on computer-monitor culture, from faceless Halo fragfests to the lunacy of the Hamster Dance, memes buried in entirely different strata of the virtual world but sharing some of the same digital DNA. It’s not being called Share Some Soul for nothing. And who can’t be happy that Halo gets more Hamstery, and not the other way around?
Or perhaps it’s just a WTF talking point with a laser sight trained on office water coolers and the sons of Videogum. You can take that tack if you want. Many people already have, and the ad is definitely in the surrealist spirit.
Here’s the spot in full.http://www.youtube.com/watch?v=4zJWA3Vo6TU
Interesting, huh? There’s some worthwhile supplementary reading online too, giving you a couple of minutes worth of insight into the commercial.
Entertainment Weekly have fragmented some quotes from Romanek and spattered them across a piece about the ad. It would have been nice to read more of the director’s words and less of the journalist’s.
Better is an article on the FX in the ad, published at Shoot.
But what we’re missing is something meaningful on Rich+Tone’s choreography, the thing that makes the ad really work.