Back in civilization and watching western ads on telly for the first time in a year. Have you seen the one for Kia's new cee'd? What a stinker!
All they've done is take the brief: "Uh, it seems people are kinda indifferent to this car... we gotta make 'em desire it", and just visualised the process of moving from indifference to desire. That's it! There's nothing here that makes sense, engages my imagination, or even makes the product look good:
Endline: The new Kia Cee'd, "Designed to change your mind".
The car may be; the ad certainly ain't.
Dumb dumb dumb.