Kia’s iconic dancing and singing hamsters are back in a new ad for the Kia Soul brand of cars after a two-year hiatus. Kia Motors America’s COO Michael Sprague says, ‘after two years, our dealers and consumers and many other people kept telling us, bring back the hamsters. We want to see the hamsters again. They’re so iconic.’ The hamsters, which the automaker first brought to the company’s advertising campaign in 2009, have made appearances over the years performing to such hits as LMFAO’s smash hit ‘Party Rock Anthem’ to Lady Gaga’s ‘Applause’ and Maroon 5’s ‘Animal.’ The latest advertising campaign, set to debut in 34,000 movie theaters across the United States is called ‘The World Needs More Soul.’ The commercial’s director Colin Jeffery says, ‘This year, the idea of playing into a pop culture moment again where there is a lot of divide in the world at the moment and maybe we can give people just a little reason to get together and celebrate our differences and use music to unify people.’ The ad features Nathaniel Rateliff, front man of bluegrass sensation, Nathaniel Rateliff & the Night Sweats, trading guitar licks with a banjo-playing hamster who steps out of a Kia Soul and builds to include 30 instruments representing 20 different cultures from around the world. Kia Motors America Manager of Advertising Kathryn Cima says, ‘this is one of our most ambitious commercials yet. Just because of the number of people and cultures represented in it.’ TheStreet’s Ruben Ramirez has details from New York.
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