It’s Saturday, so we could take it easier a little bit and enjoy a funny piece of news. Kia has brought back its hip-hopping hamsters for the launch of the 2014 Soul, and they buffed up quite a lot.
First seen in 2009 when they helped launch the original Soul, Kia has kept the “hamstars” in short supply, bringing them back to life only occasionally and generating plenty of buzz each time. The Korean carmaker hopes to pull that off again with the latest spot, dubbed “Totally Transformed,” which will make it debut during the MTV Video Music Awards aired this coming Sunday. The 90-second spot will then appear on more than 33,000 U.S. movie screens starting on August 30th.
Ever since their first appearance, the “hamstars” have been very hamsterish – fat and hairy; but now all that is in the past, with some working out to to the sounds of Grammy Award winner Lady Gaga’s new single, “Applause.” Fit and trim, they take a stroll down the red carpet but continue to show off their “excellent taste in music and slick dance moves,” says Michael Sprague, Kia’s U.S. marketing chief.
Of course, they all want to point out the cool factor of the new 2014 Kia Soul, one of the most successful niche vehicles in recent years, thanks to its appeal to the young demographics – targeted directly by the “hamstar” ad campaign.