The Kia Soul is an eye-catching vehicle, but when most people see it they likely immediately think of the unique ad that accompanied the vehicle - a group of hip-hop hamsters dancing to Black Sheep's "The Choice is Yours." Now, with a new Soul model on the horizon, Kia is relaunching the marketing campaign with a new TV spot featuring the hamster dancers.
The ad will premiere this weekend at the MTV Video Music Awards, according to USA Today. The beginning of the 60-second spot features a futuristic war involving some type of alien invaders. Yet the hamsters save the day when they pull up in their Kia Soul and start cutting a rug to LMFAO's "Party Rock Anthem," causing the invaders to bust some moves of their own.
Like the first ad, it's certainly odd and attention-grabbing while complimenting the cars tagline: "A New Way to Roll."
"The success and popularity of the Soul continues to grow and attract new customers to the Kia brand, and with music playing an important role in our marketing efforts it is the perfect time for the hamsters to return," said Michael Sprague, Kia Motor America's vice president of marketing.