IRVINE, June 9, 2010 – Recently named Nielsen "Automotive Ad of the Year," an accolade based on the effectiveness of an ad in terms of positive consumer recollection, the debut TV commercial for the uniquely styled and award-winning 2010 Kia Soul five-door urban passenger vehicle now has been honored with a 2010 Silver EFFIE Award. The EFFIE Awards (short for effective), given by the American Marketing Association, New York Chapter, recognize the most effective advertising efforts in the U.S. each year. The Kia Soul television ad won the EFFIE in the "David v. Goliath" category, which grants awards to smaller, new or emerging brands that challenge category leaders head-on.