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Kia’s Iconic Hamsters Travel by Time to Introduce Electronic Dance Music to 18th Century Opera Fans in New Soul Ad Campaign


Fourth Installment of Award-Winning Marketing Strategy Finds Kia’s Popular Hamsters Dancing to a Beat of “In My Mind” (Axwell remix)

  • “Bringing Down a House” will entrance on some-more than 18,000 film screens on Fri., Aug. 31; radio airings start with MTV’s Video Music Awards on Sep 6
  • Multi-platform debate includes in-cinema, TV, out-of-home, digital and amicable media elements
  • IRVINE, Calif., Aug 30, 2012 – Kia Motors’ music-loving hamsters, a stars of some of a many watched viral videos in a universe over a final 3 years,return this weekend in a new debate for a extravagantly renouned Soul civic newcomer automobile that brings a 21st century’s electronic dance song disturb to a bleak 18th century uncover house. Set to “In My Mind” (Axwell remix), a hamsters take over an exuberant museum with a never-before-seen arrangement of complicated music, high-energy dance moves, a laser light uncover and an epic theatre dive that has a wig-wearing congregation on their feet and resounding with approval. “Bringing Down a House” will start appearing on some-more than 18,000 film screens national in National CineMedia’s FirstLook pre-show module on Aug 31, followed by a radio entrance during a MTV Video Music Awards on Sep 6 as good as participation on all Kia amicable and digital platforms including Facebook, YouTube and

    Kia’s iconic hamsters are behind in New Soul Ad Campaign “Bringing Down a House.”

    From a beginning, a hip hamsters have had their paws on a beat of cocktail enlightenment and rising song trends and a new ad continues to benefaction a musty Soul as “A New Way to Roll.” With a far-reaching accumulation of soundtracks trimming from a exemplary hip-hop lane “The Choice Is Yours” by Black Sheep to LMFAO’s pound strike “Party Rock Anthem,” prior Soul campaigns have significantly lifted consumer recognition and notice and helped Kia spin a fastest-growing automobile association in a U.S. over a final 5 years.1 With some-more than 20 million views, 2011’s “Share Some Soul” is a third most-watched automotive ad in YouTube history, and final year a hamsters were famous as a Madison Avenue Advertising Walk of Fame’s first-ever “Rookie of a Year” after being named a “Automotive Ad of a Year” for dual true years by Nielsen Automotive.

    “From hamster wheels on city streets to a post-apocalyptic video diversion world, a hamsters have warranted general commend and prominence for a Soul and towering a Kia code by appealing to a immature and a young-at-heart, and with ‘Bringing Down a House’ they are behind with their spreading energy, unrestrained and music,” pronounced Michael Sprague, executive clamp president, selling communications, Kia Motors America. “The Soul is designed for a new, childish assembly that wants to mount out from a throng and that carries by to a selling efforts, that stress creativity, confidence and fun.”

    Created by DavidGoliath, Kia’s promotion group of record, a new 60-second symbol fuses aged and new worlds by fixation a spotlight on a presentation of electronic dance music, that has fast found a proceed into a mainstream with some of today’s biggest low-pitched acts incorporating exemplary sounds and orchestration into their arrangements.

    “Bringing Down a House” starts with all a loftiness and scale of an epic Hollywood duration film as ballet dancers, an uncover thespian and a somewhat odd-looking conductor take a theatre in 1799. As mountainous song and vocals fill a air, a assembly is dumbfounded when a conductor is suggested to be a music-loving hamster in disguise. With a expel and assembly looking on in shock, a unconventional Kia Soul rises by a theatre building and a hamster DJ spins this summer’s electronic unison anthem, “In My Mind” remixed by Axwell a member of a DJ trio, Swedish House Mafia. It doesn’t take prolonged before a steer of dancing hamsters embellished out in colorful “Hamstar” wardrobe causes even a crustiest of a upper-crust throng to remove their inhibitions. With a whole uncover residence on their feet and relocating to a music, a hamsters make a noted exit as their Soul travels by hyperspace with a hamster winking and fluttering a duke in a interstellar wind.

    “Since a launch of a Soul in 2009, song has been a pushing force in relocating a Kia code into a mainstream and joining with consumers in a some-more applicable and conversational way,” pronounced David Angelo, owner and arch artistic officer, DavidGoliath. “Our thesis line, ‘A new proceed to roll,’ enables us to always move a uninformed low-pitched viewpoint to any Soul execution while staying stream with a latest cocktail enlightenment trends. In ‘Bringing Down a House,’ we take a compulsory proceed of remix and spin it on a conduct by consistent a worlds of electronic dance song and uncover in a proceed that is both musically and visually unexpected.”

    About a 2013 Kia Soul
    With fun-to-drive opening and out-of-the-box styling, a 2013 Soul delivers considerable horsepower and fuel potency of adult to 27/35 miles per gallon (mpg) city/highway,2 along with a prolonged list of customary comfort and preference features, including Bluetooth®3 wireless record with steering wheel-mounted controls, steering wheel-mounted audio controls and a chrome-accented grille. Soul 2.4-liter I-4 versed with a ECO Package also offers a fuel-saving ISG technology, that turns off a engine when a automobile is not in motion, such as during a stop light or in traffic. The award-winning Kia Soul has been named as this year’s No. 1 automobile on a desired “10 Best Back-to-School Cars in 2012” list by Kelley Blue Book’s, as good as respected as category best by dual J.D. Power and Associates Studies: IQS and APEAL.

    Kia’s Unprecedented Growth
    Kia Motors is one of a world’s fastest relocating tellurian automotive brands; from 2009-2011 Kia launched some-more new vehicles in a U.S. than any other automaker, and underneath a superintendence of arch pattern officer Peter Schreyer warranted a repute as an attention personality in automotive styling. Kia Motors America’s full line of fuel-efficient and fun-to-drive cars and CUVs has warranted vicious commend and dramatically increasing consumer awareness, notice and care for a brand. In 2011, KMA accessible a 17th uninterrupted year of marketplace share growth, interjection in partial to a largest boost of any vital code in viewed quality4 and a industry’s top code faithfulness ranking.5 Kia’s U.S.-based production trickery in West Point, Georgia KMMG is obliged for a origination of some-more than 10,000 plant and retailer jobs and builds dual of a company’s best-selling vehicles in a U.S. a Sorento CUV and Optima midsize sedan*. Kia’s value and technology-laden lineup also includes a Sportage compress CUV, Soul civic newcomer vehicle, Optima Hybrid, Forte compress sedan, Forte 5-door compress hatchback, Forte Koup two-door coupe, Rio and Rio 5-door sub-compacts and Sedona minivan.

    About Kia Motors America
    Kia Motors America is a selling and placement arm of Kia Motors Corporation formed in Seoul, South Korea. KMA offers a finish line of vehicles by some-more than 755 dealers via a United States and serves as a “Official Automotive Partner” of a NBA and LPGA. In 2011, KMA accessible a best-ever annual sales sum and became one of a fastest flourishing automobile companies in a U.S.6 Kia is staid to continue a movement and will continue to build a code by pattern innovation, quality, value, modernized reserve facilities and new technologies.

    Information about Kia Motors America and a full automobile choice is accessible during a website For media information, including photography, revisit

    * The Sorento and Optima GDI (EX Trims and certain LX Trims only) and GDI Turbo are built in a United States from U.S. and globally sourced parts.
    1 Based on 5-year accumulative expansion between 12-month sell sales for durations finale Jul 2007 and Jul 2012 of all U.S. automotive brands.
    2 EPA estimated mileage for 2013 Soul with 1.6L I-4 primer transmission, 1.6L I-4 involuntary delivery and 2.0L I-4 involuntary delivery with ISG. Actual mileage will vary.
    3 The Bluetooth® word symbol and logos are purebred trademarks owned by Bluetooth SIG, Inc. and any use of such outlines by Kia is underneath license. Other trademarks and tradenames are those of their particular owners. A concordant Bluetooth® wireless record enabled dungeon phone is compulsory to use Bluetooth® wireless technology.
    4 Source: Automotive Lease Guide Spring 2011 Perceived Quality Study.
    5 Source: Experian Automotive Q2 2011 marketplace analysis.
    6 Based on 5-year accumulative expansion between 12-month sell sales for durations finale Jul 2007 and Jul 2012 of all U.S. automotive brands.

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