See how they run. See how they run.

Despite being a copywriter for 40 years, I am completely mystified by the logic of many of today's campaigns. One of the most perplexing is the Kia campaign. If I wanted to promote a boxy looking car and suggest that it was roomier and more elegant than it is, I wouldn't use hamsters. I can't imagine saying, "The perfect way to get people to buy this car is by using giant rodents. You see what we'll do is show them as fat and disgusting working out in a gym, and by the end of the commercial they're all slimmed down and in tuxedos, you know rats with lots of sex appeal. And they'll arrive at a premier in a lettuce-green Kia. It's brilliant!" Sorry, but rodents, even in tuxes, are repulsive.