I love these damn anthropormorphic hamsters that it just drives me insane. Perhaps it’s because these commercials are just so awesome or maybe it’s because my mother told me when I was seven that my pet hamster “ran away” and I envision he turned into a break dancing brand mascot? Either way, what Kia Motors is doing for the Soul is just a wonderful thing right here. It’s been a year since we last saw these guys, let’s see what they’re up to now.
It was about two years ago when these little guys shifted from driving around in a city to rapping superstars in their hit success, “This or That.” From then on their popularity exploded. Kia’s “A New Way to Roll” campaign has received high praise ever since its inception by ad agency David & Goliath. Not only are these commercials a brilliant way to convey a lifestyle, but they’re also done very, very well.
With a combination of motion-capture and costumed dancers, these hamsters have become a highly recognized figure in the advertising world. Attracting a cult following, they have even been inducted into the Madison Avenue Walk of Fame in October of 2011 – advertising’s equivalent to the Hollywood Walk of Fame. As of today, Kia is the only car company to be a part of the MAWF.
It was just a year ago when the Kia Soul Hamsters debuted a new commercial to the tune of LMFAO’s “Party Rock Anthem” at the MTV Video Music Awards. This commercial was actually directed by Mark Romanek, director of films such as One Hour Photo and Never Let Me Go. Check it out below:
Sparking a tradition, the hamsters came back to the 2012 MTV Music Video Awards. Let’s hope this becomes a regular tradition, or if we’re lucky a more regular brand mascot like the Geico Gecko. In stead of saving traveling through a dystopian future of robots fighting each other on a desolate planet, the hamsters have found themselves in an 18th century opera house.
Introducing the new 2013 Kia Soul, the hamsters bring down the house with the song “In My Mind (Axwell Remix)” by Ivan Gough and Feenixpawl featuring Georgie Kay. Now I’m not big on the whole electronic dance music, or as the cool kids these days call it EDM, but I’m down with this song. It’s the mechanical clashing of instrumentals that sound like Transformers having sex that bothers me the most.
Click on the images in the gallery to enlarge screencaps of the commercial:
When the commercial ends, we see our protagonists jetting through a rainbow bridge of sorts like in Thor,but maybe they are time traveling hamsters?! (One of them makes their hand into a dolphin!) I hope they continue to travel through time and end up somewhere new in each ad. If they do, I want them to dance with pirates, ninjas, or with King Arthur.
Source: Kia Motors America YouTube