The purpose of the commercial
The purpose of this memo is to assess the KIA's Soul brand commercial and recommends how the advert would be adjusted to attract more attention.
Description of the commercial
The commercial tagged #ShareSomeSoul talks about KIA's vehicle brand named KIA soul. The commercial begins by displaying a scene from scientific fiction characters in some war. While they are still fighting, a car (KIA Soul brand) comes around. The arrival of the vehicle is accompanied by rock party music. Three new characters step out of the car and start dancing to the song. The warring characters stop fighting to see the three dancing intruders. They also find themselves dancing to the music. The new characters then start the engine and drive away; the commercial terminates with naming the brand (soul) and the price (under $140000).
Target audience
The primary objective of this commercial is to inform families with young children and the younger population in general. This target audience is evident by their use of science fiction characters. Most of the characters are from DC Comics-based games and movies. Most kids love fictional scientific war games and movies. Most of the younger population today spent their childhood during the period when the DC Comics were famous, and hence the advert would capture their attention. Another evident factor that the commercial targets the youth is the use of rock music. This type of music is the one explicitly used during parties. The youth love partying.
Recommendation for the commercial
I would recommend that the commercial use a mixture of party songs and not just one. Parties are often characterized by mixed music, and the youth would be more captivated by a mix of their favorite tracks.
