The last time Kia jammed a bunch of music in an ad, its hamsters were doing the playing. Now the brand is letting the car itself crank out a jam in a new spot by David&Goliath for the 2018 Rio subcompact sedan and hatchback. The ad, called "Small Can Do Big," shows the car being used as a musical instrument. Sounds come from the engine, doors, windows, glovebox, door locks, turn signal, windshield wipers, chimes, horn and more. The director is online producer and musician Julian Smith.