According to the carmaker, the ad won the “David vs. Goliath” category, which grants awards to smaller, new or emerging brands that challenge category leaders head-on.
“Designed to offer consumers a ‘new way to roll’ with a distinct style and a number of personalization options, Soul is aimed at the young and young-at-heart looking for a vehicle perfectly suited to their personalities,” Michael Sprague, marketing VP at Kia Motors America, said in a release. “The hamsters’ immediate popularity helped position Soul as Kia’s halo vehicle and showcased the brand’s emerging signature design direction, which, along with quality, safety and value, has propelled Kia to tier-one status.”
The hamsters in the first Soul ad, “A New Way to Roll,” were made famous in the scene where they bob their heads to four different music tracks, while enjoying a ride in the Soul, as the model features an audio system which includes speaker lights that pulse to the beat of the music.
The Hamsters were such a hit that a sequel followed. 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.
autoevolution has tested the Kia Soul. You can check out the review here.
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