Lorber writes that gender is both a social construction and a performance, and in this ad we literally see two gendered worlds being constructed, with the characters performing their parts, acting as masculine or as feminine as possible.
The wife’s world lacks complex animation, and is incomplete without a man. She begins performing gender even while asleep, gently smiling, with perfect hair, makeup, and modest pink pajamas. She continues it while dreaming, appearing happy, attractive, and passive.
The husband’s dream is longer, more complex, and full of “macho” activities. The man’s performance involves looking pleased with his situation and also taking the woman off the horse at the end (without asking her, naturally). The car, in a rather obviously metaphorical way, penetrates the boundary between his dream and the woman’s.
The commercial promises men speed, power, and sex. The commercial would fail if the sandman had sprinkled too much sand on the woman, for then she would be too assertive of her gender and sexuality. In the end the pair rides off in the Kia with the man driving; thus, viewers are promised happy lives with Kias if they allow a gendered society to be constructed around them and passively fill their roles.
Lorber, The Social Construction of Gender