Kia’s extremely popular hamsters have transformed! Making their debut five years ago, the hamsters, now donning physical transformations -- will star anew in the South Korean carmaker’s new advertising campaign for the MY2014 Kia Soul. The second generation of the funky urban passenger vehicle has been designed to be more functional and more refined. It now has more space as well as more available premium features.
Not only that, the MY2014 Kia Soul offers better driving dynamics. Topping all that are the vehicle’s fresh looks. But the Soul is not only one that has transformed. Not to be outdone, the clothed hamsters are now slimmer and don back-slicked hairs. Their transformation as well as that of the new Kia Soul will be highlighted in the “Totally Transformed” advertising campaign, which is set to the transformative music of Lady Gaga’s new single “Applause.”
“Totally Transformed” was created by Kia's advertising agency of record, David&Goliath, and can now be viewed at YouTube.com/Kia. It will have its launch broadcast during the MTV Video Music Awards on August 25. The Soul and the hamsters will also have their turn on the silver screen as Kia expands the multi-platform campaign to over 33,000 movie screens across the United States on August 30.
Michael Sprague, KMA’s executive vice president of marketing & communications, remarked they didn’t expect that the Soul would be a big hit among car buyers when it first arrived years ago. He noted that the year-over-year success of the Kia Soul is a direct result of the hamster commercials entertaining the young and young-at-heart. He remarked that the second generation Soul still keeps its individualistic advantage with its refreshed design and with a ‘Totally Transformed’ driving experience.
He noted that the iconic hamsters followed suit by getting fit and developing a new fashion sense reflecting the sophistication of the 2014 Soul. Previous advertising campaigns for the Soul positioned the urban passenger vehicle as “A New Way to Roll” and were set to a number of popular soundtracks like Black Sheep’s "The Choice Is Yours" and LMFAO's "Party Rock Anthem. In fact, the popularity of the Soul is considered a driving force behind the heightened awareness on the Kia brand as a whole.
All those campaigns were starred by no other than the iconic hamsters who -- while running in place inside their exercise wheel – have been comparing the Soul to boring appliances on wheels, cardboard boxes or hamster wheels. The hamsters’ rise to stardom was unprecedented. Their 2011 campaign, "Share Some Soul," has already breached 20 million views and is the third most-watched auto ad in YouTube history.
As a testament to their popularity, the Madison Avenue Advertising Walk of Fame that same year named the hamsters as their first-ever "Rookie of the Year." Colin Jeffery, managing partner and executive creative director at David & Goliath, remarked that the agency is always facing the challenge of creating a new adventure for the hamsters, and for the new Soul that is now sleeker and more sophisticated, they enlisted the help of Lady Gaga, some current fashion trends, and MPC VFX.
The new Kia Soul – inspired by the hot Track’ster concept unveiled last year – rides on a stiffer, longer and wider chassis. With its new dimensions, the Soul now offers more passenger and cargo room while less NVH levels.
Further upgrades include increased torque and improved suspension upgrades – all making the Soul nimbler and more agile even in congested areas. Customers are also treated to a number of standard comfort and convenience features inside the cabin like Bluetooth wireless technology and steering wheel-mounted controls.