Kia Motors‘ hamsters who can’t live without modern music and fun are coming back this fall in a new commercial created by David&Goliath. Called ‘Bringing Down the House’ it kicks off on more than 18,000 movie screens nationwide in National Cine Media’s First Look pre-show program on all Kia social and digital platforms today, on August 31.
The ad promotes Kia’s popular Soul model and that brings the 21st century’s electronic dance music groove to a calssic18th century opera house. Set to ‘In My Mind’ (Axwell remix), the ad will debut during the MTV Video Music Awards on September 6.
Previous Soul campaigns featuring music-loving hamsters were extremely successful and “helped Kia become the fastest-growing car company in the U.S. over the last five years” as stated in a press release. 2011’s ‘Share Some Soul’ has become the third most-watched automotive ad in YouTube history.
«From hamster wheels on city streets to a post-apocalyptic video game world, the hamsters have earned international acclaim and notoriety for the Soul and elevated the Kia brand by appealing to the young and the young-at-heart, and with ‘Bringing Down the House’ they are back with their infectious energy, enthusiasm and music,» said Michael Sprague, executive vice president, marketing & communications, Kia Motors America. «The Soul is designed for a new, youthful audience that wants to stand out from the crowd and that carries through to our marketing efforts, which emphasize creativity, optimism and fun.»
The new 2013 Kia Soul offers consumers a fun-to-drive performance and many convenience features, including Bluetooth wireless technology with steering wheel-mounted controls, steering wheel-mounted audio controls and a chrome-accented grille.
The tagline ‘A new way to roll’ allows David&Goliath to find a new twist to each Soul execution, according to David Angelo, agency founder and chief creative officer. Popular electronic music and the latest pop culture trends remain the key motif of every Soul campaign as the vehicle’s target audience is young and entertainment-demanding.