The Kia hamsters have been an advertising – and to their creator, David&Goliath’s, credit a pop culture – phenomenon for eight years.
They’ve been recognised by the Madison Avenue Advertising Walk of Fame and named the first-ever, Rookie of the Year, after being chosen as the Automotive Ad of the Year for two straight years by Nielsen Automotive.
And now they’ve had a baby – a cute little fluffball called Turbo with high octane energy, whose neo-natal antics help David & Goliath to introduce Kia’s new (also little) 201-horsepower new Soul Turbo car to the world. Turbo’s high speed escape from his hospital ward is set to the equally speedy soundtrack, Ace of Spades, by Motorhead.
The 90 second spot, The Arrival, made its debut online before launching in cinemas throughout the US, where it will appearing on 25,000 screens nationwide. The campaign will run until September on 90, 60, 30 and 15 second versions, supported by social media.
“Turbocharging gives consumers a new and more powerful way to experience one of Kia’s most popular vehicles, and we are announcing its arrival by infusing Kia’s iconic hamster campaign with newfound speed and aggressive style,” stated Saad Chehab, vice president of marketing communications at Kia Motors America.
“The Kia Soul has never had any trouble standing out from the crowd, and with Motörhead’s Ace of Spades as the soundtrack, The Arrival delivers hard-charging swagger and a healthy dose of mischief and chaos.”
Credits:
Agency: David&Goliath
Chief Creative Officer: Bobby Pearce
Executive Creative Director: Gustavo Sarkis
Creative Directors: Basil Cowieson & James Cohen
Director of Broadcast Production: Paul Albanese
Executive Broadcast Producer: Curt O’Brien
Chief Strategic Officer: Wells Davis
Associate Planning Director: Ed Gibson
Group Account Director: Mike O’Malley
Digital Account Director: Marco Koenig
Production company: MJZ
Director: Matthijs Van Heijningen
Senior Executive Producer: Eriks Krumins
Producer: Donald Taylor
Editing: Jono Griffith & Work Editorial
Assistant Editor: Josh Sasson
VFX: JAMM
VFX Supervisors/Lead Compositers: Jake Montgomery, Andy Boyd
Colour: Mark Gethin @ MPC
Music Editing/Sound Design: Gus Koven @ Stimmung
Licensed Music: Ace of Spades By Motörhead
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