Kia: “Hamsters — A New Way to Roll”
Hip-hop hamsters cruise through a world of hamster wheels in a boxy Kia Soul.
- Brand
- Kia
- Year
- 2010
- Agency
- David&Goliath
- Category
- Cars
In a city where everyone is a hamster running in a wheel, three hamsters roll past in a boxy little car, nodding along to a hip-hop track. The hamster wheels are a joke about boring daily routines; the car is presented as the way out.
The hamsters were created by the Los Angeles agency David&Goliath for the Kia Soul, and this 2010 film, "A New Way to Roll", turned them into a long-running campaign that lasted for years. They later danced to other songs and even appeared in Super Bowl spots.
The campaign helped give Kia, then seen mainly as a budget brand, a fun and young personality in the United States. It also shows how a recurring character can make a brand instantly recognisable: today many people remember the hamsters before they remember the car's name.
Watch the full ad on YouTube
Could you recognise it with the logo hidden? This ad is one of 129 famous commercials in Guess the Ad.
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