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Company: Kia Motors America

Brand: Kia

Medium: TV, In-Cinema, Social Media

Ad Agency: David&Goliath

Product: 2012 Kia Soul

Campaign: "Share Some Soul"

What We Like: There's no denying that consumers associate the Hamstars with Kia and the Soul. Even if you came upon this commercial part of the way through and saw a giant dancing hamster in hip-hop gear, you'd know what was being shilled. Like previous Hamstar spots, the music here is undeniably catchy. The track by LMFAO is called Party Rock Anthem and recently enjoyed a six-week run atop the Billboard Top 100.

What We Don't Like: The overall concept is pushing further into the realm of ridiculous. Yes, we've already come to a place in our lives where we can accept dancing hamsters as successful spokesanimals. We can't, however, see them using their shuffling skills to end a futuristic war waged by vicious robots/warriors/aliens that are open to the idea of getting foot loose. Also, we already mentioned that the track is catchy, and that is a positive... but it's one that will turn into a negative over time.

Strategy: Kia is reaching out to the demographic it believes is most interested in the Soul. This spot will make its television debut during the upcoming MTV Video Music Awards (VMAs), where tweens, teens and college folk will soak it in just as they would the latest episode of The Jersey Shore. The song will resonate with the demographic, and David&Goliath believes those future or current car shoppers will associate it with the 2012 Kia Soul. Still, while we understand the agency wanting to push the Hamstars in a new direction, having them establish galactic harmony through dance is a bit much.

Grade: C

Watch the video after the jump and give it your own grade below.

What grade would you give this ad?
A 2553 (36.8%)
B 1478 (21.3%)
C 716 (10.3%)
D 455 (6.6%)
F 1739 (25.1%)

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    • 1 Second Ago
      joe shmoe
      • 3 Years Ago
      this is targeted at the generation of youngsters who play video games and listen to LMFAO. i would say this commercial works. It certainly looks more hip than the scion box.
      • 3 Years Ago
      I thought it was pretty hilarious.
      Jacob Hoffman
      • 3 Years Ago
      I am 25, and in the market for a new small family car for the family. I think I just found it, it comes in my wifes favorite color, and thats alien green. IT has 18"s stock, and a 6 speed auto. If the xB had a 6 speed auto and LED lighting, I would be all over it. But this thing has Scion, Honda, and anyothers beat. For 22gs, I could even get all the options on a Scion, and the Fit doesnt even have most the options available. I just found the winner.
      • 3 Years Ago
      This ad was terrible and for only one reason. Two words: front butts
        anonymous guy
        • 3 Years Ago
        Exactly! Maybe if they were selling VW Beetles with the trunk in the front, but not for the Kia Soul.
      • 3 Years Ago
      I'll admit it- it made me smile.
      • 3 Years Ago
      This is easy math ... fighting robots + dancing hamsters + catchy tune = win But seriously, there's something more to the narrative of this commercial that will appeal to the younger crowd. I think we're so tired of listening to angry old people b!tch and moan about how the government (totally ignoring their own role) ruined their lives that any form of levity will go a long way. I think it was very clever of Kia to exploit that sentiment with a symbolic robot war ended by dancing hamsters. Bravo!
      • 3 Years Ago
      That was fun. I dig.
      • 3 Years Ago
      Hey isn't the giant robot at about 0:47 really closely resembling the robot in the State Farm commercial (State of Chaos)?
      • 3 Years Ago
      I must live in a cave because that's the first time I heard the song. It's catchy and I suppose that's the purpose of commercials.
      Ace Convoy
      • 3 Years Ago
      Everyday I'm shufflin
      • 3 Years Ago
      After hearing this song 40 times a day for the last 6 weeks I detest it, but I have to admit the commercial as a whole is enjoyable. There's something about excited dancing hamsters I guess.
      • 3 Years Ago
      It's got a nice beat and I can dance to it. I give it a thumbs up Mr. Clark. So what, you want your car commercials to be realistic? Or you just want more realistic dancing hamsters? Yes it jumped the shark but commercials are allowed This one rocks.
        Jeff Glucker
        • 3 Years Ago
        I agree about the song being catchy. I would be fine with the dancing hamsters on their own, and the robot war on its own.. but together it feels like a strange mash-up.
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