The North American division of Kia yesterday launched a new advertising campaign that brings back the loveable Hamsters from the previous initiative. Dubbed “This or That,” the campaign builds on the creative theme of the Soul in the style of a music video set to the classic hip hop track “The Choice is Yours” by the 90’s hip hop group Black Sheep.
“Given the success and popularity of the hamsters in the initial Soul launch with a spot that won Nielsen’s Automotive Ad of the Year, it made sense to bring them back for a new campaign,” Michael Sprague, vice president, marketing of KMA, said in a release.
“We know the Soul target audience is digitally savvy and that they viewed the first commercial multiple times online, so the newest experience is rich with details in the hamster world and integrated Soul content for them to discover during repeat viewings,” added Sprague.
The ads will air on cable TV networks Comedy Central, Fuse, MTV, MTV2 and Spike and run through July. Starting May 28 there will also be an online presence at Pandora, Facebook, Social Vibe’s PetVille, and a YouTube contest. Moreover “Hamstar” logoed clothing, as seen in the spot, will soon be available for purchase by fans at the following link.
“Cruising through an urban landscape behind the wheel of an Alien Green Kia Soul, the hamsters in “This or That” cleverly compare Soul’s unique styling and plethora of personalizable creature comforts to other boxy rides — represented by toasters, washing machines and cardboard boxes — while rapping the title song’s lyrics, “You can get with this, or you can get with that,”" a company statement reads.
autoevolution has tested the Kia Soul. You can check out the review here.
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