• May 26, 2010
Kia Soul This or That advertising spot – Click above to watch the video after the break

You could get with this, or you could get with that. 'This,' in case you were wondering, would be the 2010 Kia Soul, and 'that' would be, um, anything else. Especially a toaster, washing machine or cardboard box... and we'll leave those vehicular associations up to you to decipher.

Before you actually watch the video pasted after the break, please know that our collective heads heads have officially exploded due to the sheer awesomeness of this effort from Kia and its marketing firm. First of all, the clip features the oddly popular Hamsters from Kia's initial marketing launch for the Soul, the first commercial of which managed to win Nielsen's Automotive Ad of the Year.

More importantly, as far as we're concerned at least, is the use of Black Sheep's The Choice is Yours as the musical accompaniment to the Alien Green Soul and its urban backdrop. Also note that the character's so-called Hamstar clothing will soon be available for purchase by fans at hamstarclothing.com. Seriously.

Expect to see this advertisement all over your television set and in movie theaters starting on Friday, May 28. That said, we highly suggest that you get the jump on everyone else and watch the video now. Seriously, what are you waiting for? Hit the jump.



[Source: Kia]



Show full PR text
KIA MOTORS AMERICA BREAKS NEW SOUL AD CAMPAIGN AND BRINGS BACK HAMSTERS BY POPULAR DEMAND

Game-Changing Kia Halo Vehicle Still Stands Apart From Competition
  • 2010 Soul urban passenger vehicle rolls in clever, hip hop style spot
  • Pop culture Hamsters compare Soul's style and creature comforts to other boxy rides
IRVINE, Calif., May 26, 2010 /PRNewswire/ - Kia Motors America (KMA) today officially released a new advertising campaign, titled "This or That," for the 2010 Kia Soul. "This or That" is the rebirth of the initial Kia Soul award winning advertising campaign created by David&Goliath, KMA's advertising agency of record, and brings back the loveable Hamsters due to popular demand. Soul is a unique and highly personalizable urban passenger vehicle and the new spot builds on its creative theme in the style of a music video set to the classic hip hop track "The Choice is Yours" by notable 90's hip hop group Black Sheep. The new campaign launches today on cable TV networks Comedy Central, Fuse, MTV, MTV2 and Spike and runs through July. Beginning May 28 it will appear in movie theaters across the country as well as have a presence online at Pandora, Facebook, Social Vibe's PetVille, KMA's Kia.com. and a YouTube contest.

"Given the success and popularity of the hamsters in the initial Soul launch with a spot that won Nielsen's Automotive Ad of the Year, it made sense to bring them back for a new campaign," said Michael Sprague, vice president, marketing of KMA. "We know the Soul target audience is digitally savvy and that they viewed the first commercial multiple times online, so the newest experience is rich with details in the hamster world and integrated Soul content for them to discover during repeat viewings."

"Hamstar™" logoed clothing, as seen in the spot, will soon be available for purchase by fans at www.hamstarclothing.com (check soon for details).

Cruising through an urban landscape behind the wheel of an Alien Green Kia Soul, the hamsters in "This or That" cleverly compare Soul's unique styling and plethora of personalizable creature comforts to other boxy rides - represented by toasters, washing machines and cardboard boxes - while rapping the title song's lyrics, "You can get with this, or you can get with that."

A recipient of "Best Family Cars for 2010" by Edmunds.com and Parents Magazine, "Best Hatchback of 2010" by Cars.com, "2010 Top Cars for Families" by Motherproof.com, and 2010 "Top 10 Coolest New Cars Under $18,000" from Kelley Blue Book's kbb.com, Soul is available in four trims, Soul, Soul+, Soul! (exclaim) and Soul sport, as well as four special editions, including the recently unveiled special-edition Ghost Soul. Other special-edition Soul vehicles include Ignition Soul, Denim Soul and Shadow Dragon Soul. Pricing for the versatile five-door begins under $14,000¹.

Soul stands out from the crowd with modern, unique styling aimed toward the young and young-at-heart and offers a unique combination of style, value and personalization options. An available Audio Upgrade Package includes speaker lights that can pulse to the beat of the music or add mood lighting to the interior cabin, enhancing the overall personal lounge feeling. The Soul+ offers funky black cloth seats with "glowing" Soul logo inserts while the Soul! trim comes with a distinctive sand-black interior with houndstooth-patterned inserts, and the Soul sport presents a bold red-black interior trim with red-trimmed cloth seats and metal-finish interior accents.
Kia Motors America in 2010

Kia Motors is in the midst of a dramatic, design-led transformation, which has been delivering dynamically styled vehicles in several important segments at exactly the right time, contributing to the brand's continued gains in U.S. market share. With four new vehicle introductions and several other key initiatives planned for 2010, Kia is poised to continue its momentum and will continue to build the brand through design innovation, quality, value, safety features and with new technology such as UVO powered by Microsoft®² infotainment system (expected to be available in select Kia models in the U.S. beginning in summer 2010³). The launch of the all-new 2011 Sorento CUV, the official vehicle of the NBA, further enhances the lineup, and is now in dealerships.


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  • 43 Comments
      • 4 Years Ago
      haha...............good way to make fun of Toyota and Honda..............LOLLLL
      • 4 Years Ago
      Kia is smart with the ads, however it's hard for folks to take them seriously with kiddie-ads.
        • 4 Years Ago
        lol

        this is a young teenage girl's car. they want to be hip and cool.
      • 4 Years Ago
      Wow, pretty good animation.
      I like the hamster soul commercials
      Kumail
      • 4 Years Ago
      How can you hate hamsters?

      Commercial should be better when the trim it down to 0:30 seconds.
        • 4 Years Ago
        @Kumail
        What geo. stewart said.
        • 4 Years Ago
        @Kumail
        I hate rap music, but I love this!
        • 4 Years Ago
        @Kumail
        I am definitely not their target demographic but love the commercial. calling all the other rides appliances is terrific. If you get that and are looking for a car, you will want to check the car out.

        Yo, cat.

        Yo

        No, CAT. RUN

        aaarrrrgggghhhhh
        • 4 Years Ago
        @Kumail
        >How can you hate hamsters?

        It's easy, you just don't lead 'em so much.

        • 4 Years Ago
        @Kumail
        Sorry Jeremy but using the Black Sheep song is pure genius!! This is awesome, a great way to say Kia is more than an appliance. I love it. Great work on the CGI hamsters.
      • 4 Years Ago
      Awesome! Love the ad and the hamsters! Ha ha ha! I must be right in the demographic they are trying to reach, but I bought another brand in March. My best friend and her husband just bought a new car last week. We both bought European cars this year. The commercial is great and if I was still in the market, I would check out the Soul, but I did check it out earlier this year when I was car shopping and it doesn't meet my needs. The gas mileage isn't that great either. Great commercial though!
      • 4 Years Ago
      if i wasn't a car enthusiast and was shopping for something under 20k, this would've sold me.

      best. commercial. ever.
      • 4 Years Ago
      Ok, I cross-shopped the Soul with the Mazda3. Mazda3 won. Sad to say if this ad had been out 6 months ago I might have a different vehicle.... seriously. The Hamsters rock.
        • 4 Years Ago
        Wouldn't the Forte be a better cross-shop with the 3? And certainly better looking than the Soul too.
        • 4 Years Ago
        With 3 kids we were looking for utility so we went with the 5 door, so as nice as the Forte is, it was never really on the radar. And, really, cute hip-hop hamsters or not, the handling dynamics of the 3 are undeniable.
      • 4 Years Ago
      Dang it feels good to be a Hamster
      • 4 Years Ago
      Brilliant for the target demographics. And I liked it very much.
      • 4 Years Ago
      hamsters win.

      i'd definitely put the soul on the list to test drive
      • 4 Years Ago
      • 4 Years Ago
      It's the head nodding. Love the head nodding in time with the music!!
      Really great commercials.
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