You guys reactions are cracking me up!
Actually, I think the commercial is very creative and filled with symbolism. First, the characters are all hamsters (rats) symbolic of the human race (rat race). The "hero" characters break out as "gangsta rats" who don't wanna be stuck on the wheel in the cage driving a car with all the flare of a toaster, washing machine or cardboard box. They've found a car with "soul" i.e. the Kia Soul, which in their view, let's them navigate the "rat race" with a little style & pinache. The choice of using a rap song which is familiar to most of their targeted demographic allows them to make their point comparing the cool with the uncool while staying on a budget.
I think it's great! Yo! JMHO