The KIA hamsters are back. Many people expressed hatred for them the first go around, yet they attracted a vast amount of attention. This begs the question whether negative publicity can actually be a good thing for a brand. Usually the answer is no, but in some cases, publicity for a silly commercial can actually increase top of mind awareness for a brand. Though what is even more interesting here is the KIA hamsters working out on treadmills. I find any subtle cues for health in advertising very interesting. Could this potentially signify that driving a KIA is going to lead you to a healthier life? Based on my findings of health primes in other contexts, I would gander to say yes.
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