LOS ANGELES, CA -- (Marketwired) -- 08/23/13 -- Armed with a ton of attitude, a trio of hip hamsters burst onto the scene five years ago to introduce the world to the funky Kia Soul urban passenger vehicle. They were cute, chubby and became known for their baggy clothes and smooth dance moves. This year things have changed. In a new campaign created by LA-based agency David&Goliath (D&G), the hamsters have slimmed down and slicked their hair back to introduce the all-new 2014 Soul. Titled "Totally Transformed," the campaign is centered around a 60-second spot set to the new single, "Applause," from multi-platinum and Grammy Award-winning artist Lady Gaga.
Directed by D&G Executive Creative Director Colin Jeffery, the 60-second "Totally Transformed" spot will debut during the MTV Video Music Awards this Sunday, August 25, following Lady Gaga's first-ever live performance of "Applause." A 90-second extended version of the spot can be viewed HERE.
"The hamsters always have their paws on the pulse of pop culture," said Jeffery. "With the help of Lady Gaga, some current fashion trends and our friends at MPC VFX, we introduce a sleeker, sexier and more sophisticated Soul. The hamsters don't look too shabby themselves."
Kia's newly-polished hamsters will also hit the big screen when the multi-platform campaign expands to more than 18,000 movie screens nationwide on August 30. Other elements of the campaign include digital, social, OOH, POS, promotion and experiential.
All Buff, No Fluff
Today, the trend is to be fit, healthy, well groomed and stylish. More than ever, people take pride in the way they look and the hamsters aren't any different. So, for the fifth installation of the Kia Soul campaign, both the Soul and its formerly frumpy mascots undergo a transformation. Mirroring the newfound refinement of the all-new Soul, the hamsters shed their furry folds and baggy clothes to become lean, mean head-turning machines.
The original Soul was the funky car that began Kia's design-led transformation, and the second-generation of the popular urban passenger vehicle is more refined and functional than ever with more room, more premium features and materials, improved driving dynamics and an instantly recognizable yet thoroughly fresh appearance.
Jeffery added: "Over the last five years I've gotten to know the hamsters really well. So well, in fact, that the hamsters were quite comfortable with me getting behind the camera and directing their latest commercial. Thankfully our Kia clients supported their decision."
Soul's Advertising Success
With a wide variety of soundtracks ranging from the classic hip-hop track "The Choice Is Yours" by Black Sheep to LMFAO's smash hit "Party Rock Anthem," previous Soul campaigns positioned the Soul as "A New Way to Roll" and the urban passenger vehicle's ongoing popularity is a driving force behind increased awareness and consideration for the Kia brand as a whole. The commercials have won numerous awards, including Nielsen's "Automotive Ad of the Year" and EFFIE Awards. With more than 20 million views, 2011's "Share Some Soul" is the third most-watched automotive ad in YouTube history and later that year the Madison Avenue Advertising Walk of Fame named the hamsters as their first-ever "Rookie of the Year."
David&Goliath is a full-service, independent creative agency based in Los Angeles. Founded in 1999, David&Goliath helps its clients outwit, outwork and outlast their competition with the knowledge, resources and firepower needed to help challenger brands fight their way to market leadership. Current clients include Kia Motors, California Lottery, Universal Studios and New York-New York and The Art Institutes, to name a few. The agency's vision is to always be the leading-edge creative agency that solves Goliath marketing challenges, and most importantly, gets results.
David&Goliath was named 2011 Small Agency of the Year (76-150 Employees) at Ad Age's Small Agency Awards.
About Kia Motors America
Kia Motors America is the marketing and distribution arm of Kia Motors Corporation based in Seoul, South Korea. KMA offers a complete line of vehicles through more than 765 dealers throughout the United States and serves as the "Official Automotive Partner" of the NBA and LPGA. In 2012, KMA recorded its best-ever annual sales total and gained U.S. market share for the 18th consecutive year. Kia is poised to continue its momentum and will continue to build the brand through design innovation, quality, value, advanced safety features and new technologies.
Information about Kia Motors America and its full vehicle line-up is available at its website -- www.kia.com. For media information, including photography, visit www.kiamedia.com. To receive custom email notifications for press releases the moment they are published, subscribe at http://www.kiamedia.com/us/en/newsalert.
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