Ready to relaunch one of the most successful - and amusing - ad campaigns in history, Kia's hip-hop hamster set will return to the big and small screen this weekend in an all-new promo that promises to put a new spin on the Soul's "A new way to roll" theme. The new 60-second spot titled "Bringing Down the House" is supported by the song "In My Mind" remixed by Axwell, and features Kia's band of resplendent rodents in a surreal and highly stylized opera house. It will open this Friday on more than 18,000 movie screens nationwide before making its TV debut next week on the MTV Video Music Awards Show and heading onto the Internet.
"From hamster wheels on city streets to a post-apocalyptic video game world, the hamsters have earned international acclaim and notoriety for the Soul and elevated the Kia brand by appealing to the young and the young-at-heart, and with 'Bringing Down the House' they are back with their infectious energy, enthusiasm and music," said Michael Sprague, executive vice president, marketing & communications, Kia Motors America.
Kia is hoping the fourth installment of this iconic promotion for its funky Soul crossover will surpass the previous offerings, although that will take some work. The 2011 "Share Some Soul" spot is the third most-watched automotive ad in YouTube history having amassed over 20 million views. Last year, the hamsters campaign received the Madison Avenue Advertising Walk of Fame's first-ever "Rookie of the Year" award after being named the "Automotive Ad of the Year" for two straight years by Nielsen Automotive.