The ATHF'd Kia Soul is part of what we'd consider one of the most well thought out and executed marketing strategies we've seen in years. Considering Cartoon Network's late-night Adult Swim programming appeals to mid-twenties/early thirties n'er-do-wells with a sense for the hip and clever, they're hitting the Soul's target audience right in the gut with this ad buy. Of course, considering sales on past box-UV's like the Scion xB they'd be just as well-off purchasing time around Matlock marathons on the Hallmark Channel.

In any case, the little Soul has been properly festooned in urban-chic artwork by an Atlanta-based graffiti artist named Hense and will be given away by some method to be unveiled on June 1st. Not sure if it's as cool as a free Ford Fiesta with a no-limit gas card for six months, but we sure wouldn't turn it down. Details and more video can be found at Adult Swim.com.