Maybe I'm too old, but I don't really "get" the message of this commercial... is it that the car is tough enough to withstand abuse? If so, I am old enough to remember this American Tourister luggage commercial from the early 1970s, which was much more effective in conveying its message about the durability of its products::
With all the button-mashing and door-slamming it looks like they're beating up the poor car. And I already forgot exactly what model car it was.
Speaking of that, back in college my Advertising professor (who used to be on the Ford marketing team) said of car ads:
"Car commercials are among the hardest to make memorable. I could replace any of these cars with another, and in 99% of these ads, it's still just a car. How do you stand out? The key to successful selling is to highlight a feature that no other car has or does as well as yours."
I wonder how many Kia test-drive cars will end up with roof dents, squeaky hinges and broken knobs because prospective customers will want to reproduce what they saw in the commercial to verify its accuracy?