by J.C. Schildbach, MA, LMHC, ASOTP
In the commercial for the Kia Soul EV (Electric Vehicle), these hamsters…
…have just created some kind of electric-beam-shooting machine that transforms cars with combustion engines into electric cars, but which also inadvertently transforms this hamster…
…into this hamster…
…which leads the scientists to run out and get these hamsters…
…in order to turn them into these hamsters:
You can watch the whole commercial here:
Now, I don’t know much about the normal behavior of the average anthropomorphic male hamster scientist, but the ones in this commercial are impulsive and reckless, and just plain engaging in bad scientific practices. It’s bad enough that they leave the newly-created anthropomorphic female porn-hamster alone in the lab, apparently irritating her, and leaving her to do God-knows-what with billions of dollars worth of barely-tested, super-high-tech equipment.
But they also, with complete disregard for their own safety, jump into an untested vehicle and race out of the lab with the intention of creating more female porn-hamsters. They don’t do any kind of systems check on the car, or even wait 30 seconds to, for instance, see if the porn-hamster they just created might have significant problems. Perhaps it suffers from severe physical or mental abnormalities. It could be hyper-aggressive or violent. One of its first actions, after all, was to blow a kiss across the room at one of the scientists, which actually had the electrified power to knock him to the floor. Guys, I don’t think you should be taking this so lightly.
Thankfully, the male hamster scientists make it to the pet store and back, nobody gets hurt, and the porn-hamsters only want to have a dance party.
Still, one has to wonder why these male hamster scientists are so enthralled by what they’ve created. I’ve not paid enough attention to the whole series of hamster commercials to know if the other female hamsters (are there other female hamsters?) in this Kia-commercial world have similar physical attributes to the male hamsters, as in looking like ‘real’ hamsters wearing clothing, or if all the female hamsters have the bodies of (human) Playboy playmates.
It bears asking, would the male hamsters really be attracted to some hideous abomination with the head of a hamster and the body of a human? After all, the female porn-hamsters seem to be attracted to the hamster-bodied males—or else they’re just tolerating them until they can escape. They would have to escape, right? The hamster scientists wouldn’t be so irresponsible as to just unleash these monstrosities on the world without knowing what they might do, right?
In any sci-fi/horror scenario, everything always seems great up front, and then rapidly goes to hell. First it’s a dance party, and then the killin’ starts. Just what can we expect from the porn-hamsters’ Frankenstein/Brundlefly/Jurassic Park moment? Or perhaps the better parallel is with Vincenzo Natali’s “Splice”—wherein genetic experiments lead to the creation of a hybrid human/insect thing that has sex with Adrien Brody and then kills him, and several others.
But, hey, for the Kia Soul EV, it’s still a dance party. We don’t have to worry about sex and murder. They even carefully edited the Maroon Five song that plays throughout the commercial to eliminate the lines “we get along when I’m inside you…I get so high when I’m inside you,” despite leaving in the lines about ‘hunting you down’ and ‘eating you alive.’ So, really, what happens if the porn-hamsters have some sort of melt-down, or revert back to their pre-porn-hamster selves?
Maybe I’m just taking this in the wrong direction. I mean, really, the ad is just a wacky homage to “Weird Science”—right? It’s light and fluffy, and titillating in a bestiality-inspiring way. And having a commercial that’s based on a film where two teens create a woman to satisfy their creepy urges, then turn Bill Paxton into a talking pile of turd, and accidentally end up with a nuclear weapon in their living room in the middle of a house party with uninvited bikers is all just in good fun. No harm done.
Yet, underlying the whole Kia Soul EV commercial is a bunch of disturbing assumptions about gender stereotypes, the ideal woman, and sex in general.
If you break it down we have 1) scientists who are all male; 2) a female who is, at first, kept as a pet locked up in a plastic ball, and then turned into a an anthropomorphic human-Playboy-playmate-bodied porn-hamster; 3) the all-male scientist group racing out to buy more pets that they can turn into a whole roomful of porn-hamsters; and 4) the female porn-hamsters instantly falling in love with the anthropomorphic, male, hamster-bodied hamster scientists.
So, the “men” in this commercial have jobs and are intelligent and seeking to advance science (I mean, holy shit!!–they invented a big ray-gun that can transform the power system of a car, when they could have just worked on engineering a better battery). The “women” in this commercial are initially tiny pets who are kept locked up, and can be sold at any time. Eventually, the pet-women are transformed into sex objects who instantly fall in love with the men, despite nothing happening to inspire love aside from being shot with some mysterious ray-gun that also turns gas-powered cars into electric cars.
And, again, maybe I’m just looking at this the wrong way. Personally, though, I was really creeped out the first time I saw it, and that had nothing to do with the use of a Maroon Five song. I just couldn’t help but think that the underlying story of buying pets to turn them into potential sex partners was just wrong and disturbing.
If you don’t see that, then let me ask you what would be the equivalent if this commercial involved humans instead of hamsters? Would the “pets” be chimps? Monkeys of some sort? Human babies? Tiny little humans that are sold in pet stores? If they weren’t human to begin with, would they retain their monkey/ape faces? If they were human… Well, whatever the angle, it’s pretty damn creepy.
And maybe you don’t see the supercharged sexism because they’re just hamsters, after all, and it’s basically just a cartoon. But cartoons still carry messages, and plenty of them carry messages involving and reinforcing gender stereotypes—most commonly that boys/men are action-oriented and assertive, while girls/women are passive and interested in socializing and being cute.
At base, this Kia Soul EV ‘cartoon’ relays the message that men act on the world, even as they are controlled by their sexual urges, while women (and pets?) exist to be the focus of men’s sexual urges.
Take it into your lab, dissect it, throw it under a microscope, zap it with whatever you want—if you take the time to study it, even a little, it’s far from a cute little ad with fun intentions. Rather, it’s an ugly, dangerous Frankenstein’s monster of a message to send.