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."
Most Popular Stories
- Bipartisan Budget Deal Gets Key Support in House
- TFA Recruiting DACA Recipients
- Bitcoin Clones Lurch Onto Financial Scene
- Scotch Whisky Sales Raise Distillers' Spirits
- Clinton to Keynote Annual Simmons Leadership Conference
- Holiday Shopping Off to a Slow Start This Season
- Health Coverage Disparities Emerge Among States
- Podesta Likely to Reject Keystone XL
- Fake Deaf Interpreter Was Hallucinating, Has Schizophrenia
- Tea Party Glum in Face of Bipartisan Budget Deal