How does the guy in this Nissan spot from TBWA Toronto (directed by Mark Ziebert) get from place to place in his giant rodent wheel? It's clearly stationary, not a mode of transportation at all. Does he take it apart and reassemble it in various locations during the day? If it's a metaphor, that's even worse, because I always interpret metaphors incorrectly. Let's see, his soul-crushing struggle with the wheel means he's … I dunno, happy? Whatever the case, he'd better get ready to really fly. The giant hamsters from the Kia Soul ad are in hot pursuit. They want their wheel back.
—Posted by David Gianatasio