Basil Douglas Cowieson
Creative Director at David&Goliath
El Segundo, United States
TitleMore Soul
Campaign Hamsters
Advertiser Kia Motor Corp.
Brand Kia
Date of First Broadcast/Publication
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
Line Producer
Executive Producer
Production Company
Executive Producer
Executive Producer
Art Director
Art Director
Executive Creative Director
Chief Creative Officer

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