Love ’em or hate ’em, the Kia hamsters are back to share some soul and are hinting at a new model for the funky compact.
The new 60-second spot called Soul Jam will debut on more than 34,000 movie screens starting this weekend, starring Kia Motors’ music-loving hamsters. The upbeat campaign centers around the compact Soul and features a catchy new tune that transforms the classic Dueling Banjos into an internationally inspired anthem.
If you don’t care to watch dancing hamsters, the best part of the new commercial is the very end, when the small print shows that a turbocharged Kia Soul will be arriving this winter. Right now, an electric Soul is offered along with two gas engine models: a 1.6-liter four-cylinder and a 2.0-liter unit. Kia has a turbo 1.6-liter four-cylinder that powers the Forte Koup, and this motor would be a good fit for the Soul.
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The Korean automaker considers this the most ambitious hamster commercial production to date, requiring nearly 3,000 hours of computer generated imagery (CGI) work to bring the hamsters to life. To ensure authenticity, Kia reached out to ethnomusicologists such as Dr. Steven Loza, chair of the UCLA Herb Albert School of Music’s Department of Ethnomusicology, to help curate the globally inspired jam session featuring authentic instruments, dance and clothing from around the world.
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