"If my train goes off the track, pick it up-pick it up-pick it up!" WTF, Kia?

I'll assume that you watch as much television as I seem to watch these days and that you have already seen this Kia Soul commercial featuring the classic Black Sheep song "The Choice is Yours." It's bizarre, right? If you don't watch as much television as I watch, check out the embedded video above to see what I'm talking about.

In the beginning of the commercial we see the hamsters from the other Kia Soul commercials, except now they're dressed in their hood-hamster gear (as opposed to hood rat). A street sign in the shot says "Hamsterdam" and I immediately think of the Wire and the free-trade drug zone in Baltimore. Are these Hamsters looking to score some dope? Next we see some business-person hamsters moving around in hamster wheels and we see other hamsters rolling around in toasters. Yes, toasters. Why? That's what I want to know. Is it because the Kia vehicle looks like a toaster, but then if your car looks like a toaster, why have actual toasters in the commercial? If my product looked like a random household object I wouldn't want to reinforce the idea that your ride looks like a Cuisinart. But maybe that's just me.

The whole time I'm watching this commercial I'm trying to figure out the clientele that Kia is trying to reach. You would think that with the choice of music for the advertisement that they're attempting to appeal to the youth culture or hip-hop aficionados, but the ad is just so corny I don't think those audiences would buy it. I guess they're trying to give Kia a makeover to make the car seem cooler for the younger crowd, but I think their whole strategy is a little wacky. Commercials are so stupid these days, I really wish they would make more sense and not all stem from some Ad Executive's spicy food nightmare. Can you imagine what that boardroom meeting went like? "Okay, we're gonna have some thugged out rodents hanging out on the corner and then these other less cool rodents come riding down the street on top of a washing machine! I'm telling you, with this commercial we're going to SELL SOME SOULS!"

Do-dah-dippity.