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Soul1 – in the “Totally Transformed”
Created by David&Goliath, Kia's advertising agency of record, “Totally Transformed”
“When the first Soul arrived on the scene, everyone at Kia believed we had a hit on our hands but we didn’t realize how big that hit was going to be, and our year-over-year success is a direct result of the hamster commercials entertaining the young and young-at-heart with their baggy clothes, excellent taste in music and slick dance moves,” said Michael Sprague, KMA’s executive vice president of marketing & communications. “Now in its second generation, the Soul maintains its individualistic edge with a fresh take on its iconic design as well as a ‘Totally Transformed’
Soul Advertising Background
With a wide variety of soundtracks ranging from the classic hip-hop track "The Choice Is Yours" by Black Sheep to LMFAO's smash hit "Party Rock Anthem," previous Soul campaigns positioned the Soul as “A New Way to Roll” and the urban passenger vehicle’s ongoing popularity is a driving force behind increased awareness and consideration for the Kia brand as a whole. Previous spots depicted city and suburban streets inhabited exclusively by hamsters who mindlessly run in place inside their exercise wheels and cleverly compared "This," the funky and uniquely styled Soul, to "That," a number of boring and mundane appliances on wheels, cardboard boxes or hamster wheels.
With more than 20 million views, 2011's "Share Some Soul" is the third most-watched automotive ad in YouTube history, and later that year, the Madison Avenue Advertising Walk of Fame named the hamsters as their first-ever "Rookie of the Year."
“Every year we’re challenged with creating a new and unexpected adventure for the Hamsters, and with the all-new Soul being sleeker, sexier and more sophisticated than ever, we enlisted the help of Lady Gaga, some current fashion trends, and our friends at MPC VFX to make the Hamsters equally as refined and irresistible,”
All-New 2014 Soul
Instantly recognizable yet thoroughly fresh – with more than a passing nod to the hot Track’ster concept that was unveiled last year – the all-new 2014 Soul rides on a new chassis that is stiffer, longer and wider. The Soul’s new dimensions allow for more passenger and cargo room while NVH levels have been reduced dramatically. Increased torque and significant suspension upgrades make the 2014 Soul a nimble and agile companion in congested urban environments and inside there is a long list of standard comfort and convenience features, including Bluetooth®2 wireless technology and steering wheel-mounted controls.