CURB Uses Magic Rainwater Spray to Push Soul in UK

Kia's takes its Soul to the streets with help from UK-based CURB, a company whose modus operandi it is to develop nothing but eco-friendly ads.

Dirty pavements in London, Manchester, Leeds, Bristol and Birmingham will be "spray-cleaned" with the silhouette of a Soul and a link to shapeyoursoul.com, where you can win a soul of your own. (We're trying not to read too deeply into this, especially since we like kicking puppies, carving random initials into young trees and vandalizing any and all likenesses of Regis Philbin.)

The paint is made of rainwater and will stand out on dirty ground for about three weeks before fading. Target market: fresh 18-35-year-olds.

This is a totally different approach from the Toronto-based Peer into a Soul campaign, which used traditional TV spots, film tropes and a somewhat-less-kiddy website to demonstrate the Soul's enigma. Guess Kia hasn't really decided how best to position this car, or else Canadian cinemaphiles have a lot more in common with 18-year-old chavs than they thought.

With a Soul, all things are possible.