We certainly hope you like seeing hamsters during your commercial breaks. Kia is readying a new volley of ads for the 2013 Soul featuring the fuzzy little rodents doing what they do best, according to Automotive News.

This will mark the fourth generation of Kia hamster ads, and the clever spots have been big for both the budget hatchback and the automaker in general. While speaking at the Small Agency Conference hosted by Ad Age, Michael Sprague, the executive vice president of marketing and communications for Kia, said the manufacturer's sales have jumped by 78 percent since 2008. At least a portion of that increase can be attributed to the success of the hamster campaign.

Sprague also revealed the hamsters were almost edged out by other members of the animal kingdom, including backpack-wearing boars. So, what's behind Kia's marketing success beyond a handful of anthropomorphic rodents? Sprague says Kia can thank its success to the company paired-down, bureaucracy-free management system. When it comes to pitching marketing ideas, the only person he has to answer to is the company's CEO.


I'm reporting this comment as:

Reported comments and users are reviewed by Autoblog staff 24 hours a day, seven days a week to determine whether they violate Community Guideline. Accounts are penalized for Community Guidelines violations and serious or repeated violations can lead to account termination.


    • 1 Second Ago
  • 53 Comments
      MotionDesigner
      • 2 Years Ago
      I'm sorry but if you take these commercials so seriously and can't just sit back and simply enjoy these funny videos then I feel sorry for you.
      Judith
      • 2 Years Ago
      They are absolutely darling! Glad to see them back. And all those posts about them being supposedly inner city black youths are ridiculous. I do not live in the inner city, I live in a middle income suburb. However, many black, white, Asian, and Mexican guys in my neighborhood could all be models for the hamsters - that is, when they're out of sight of their parents! LOL
      the.ting
      • 2 Years Ago
      I wonder what would happen if you add a very hungry cat to the ad... and what would the cat drive?
        TTigerLilyx2
        • 2 Years Ago
        @the.ting
        Wait, wasnt that a car insurance commercial? Cat and a ...bulldog? Driving muscle cars , it was pretty cute.
      weirdo
      • 2 Years Ago
      For the ones saying that the hamsters are somehow portraying inner city black youth......In case you haven't looked around lately, all kids dress like that now...Oh, and they all listen to that type music.
      jstjuls
      • 2 Years Ago
      They looked like white kids to me with all that blond hair (Magus47). They are cute, annoying and working all at the same time, really guys after reading these posts, you need to stop posting take a happy pill and get a life.
      BUGGY!
      • 2 Years Ago
      I love the hamsters and my cats watch the commercial when it comes on. At least this commercial makes me smile.......better than seeing another stupid commercial with Mega-Ego Baldwin in it. FYI, I did graduate college and I still love the hamsters!
      lemmonherk
      • 2 Years Ago
      "... paired-down [sic] bureaucracy-free management system." That's "PARED", as in paring knife, not "paired", as in "mixed pairs". Twit.
      Travis Miles
      • 2 Years Ago
      I wonder who represented them in their new contract negotiations.
      Jake
      • 2 Years Ago
      Meh, I kind of see the Soul as the Pacer of the 2030s.
        ishmaelcrowley
        • 2 Years Ago
        @Jake
        I do too, but I liked the Pacer. It was actually a practical if slow car with excellent visibility. If GM made the wankel for it as promised it might have been a success. The Kia Soul is very practical but doesn't have good rear visibility and the ride is worse (much harsher) than the Kia Forte. I also think the adds are annoying.
      Sabra Bruning
      • 2 Years Ago
      Love 'em! So funny. (As long as one of the guys doesn't grab his crotch dead center I can deal with it. STUPIDEST move EVER.)
      DUDE
      • 2 Years Ago
      If I ever buy a car because of cute hamsters or insurance because I like a lizard, or beer because of horses I would feel really stupid. But this is america so let the free market decide.
      tbunni331
      • 2 Years Ago
      I, too, have sadly never seen a hamster driving a Soul, but I keep looking! I love those adorable hamsters!!!
    • Load More Comments