Kia - "More Soul"

David&Goliath

David&Goliath El Segundo, United States

Awards

25030

Brand: Kia
Country: United States

Advertiser: Kia Motors

Title	More Soul
Agency	David&Goliath
Campaign	Hamsters
Advertiser	Kia Motors
Brand	Kia
Date of First Broadcast/Publication	2011 / 8
Product	Soul
Business Sector	Cars
Tagline	A New Way to Roll
Story	First they drove. Then they rapped. Now they are shuffling. The hamsters are back in the soulless, futuristic setting of a first-person shooter game. It’s a dark battleground full of alien robots and humanoids locked in brutal combat, a scene all too familiar in today’s video game culture. Out of nowhere the hamsters pull up in their green Kia Soul decked out in the summer’s latest street wear. They exit the car with the stereo blasting the summer’s hottest song (recently #1 on the Billboard Hot 100), “Party Rock Anthem” by LMFAO, and begin to perform today’s most popular dance trend, shuffling. The hamster’s energy and positivity becomes infectious. Neither the alien or humanoid robots can hold back the urge to drop their weapons and dance. Eventually this gloomy, war-torn world becomes brighter as the hamsters and warriors all dance in unison - shuffling, jerking and freestyling. With their work complete, our hamsters then drive off into the sunset in their Soul as the warriors dance on. The spot demonstrates that Kia Soul’s tagline, “A New Way to Roll”, is all about positivity, creativity and optimism.
Media Type	Television
Market	United States
Production Company	Anonymous Content
Line Producer	Suzie Green Tedesco
Executive Producer	Dave Morrison
Cinematography	Jeff Cutter
Director	Mark Romanek
Producer	Jennifer Mersis
Executive Producer	Paul Albanese
Executive Producer	Carol Lombard
Art Director	Tim Delger
Art Director	Basil Douglas Cowieson
Copywriter	JC Abbruzzi
Copywriter	Greg Buri
Executive Creative Director	Colin Jeffery
Chief Creative Officer	David Angelo