The 60-second “Share Some Soul” spot will make its television debut on August 28 during the MTV Video Music Awards (VMAs) and will begin appearing on thousands of movie screens on September 2.
The 30-second versions will appear on network and cable television beginning September 5 and the campaign will also have a presence on Facebook, Kia.com and YouTube.
Kia Motors America’s (KMA) music-loving hamsters shuffle to LMFAO’s “Party Rock Anthem” in the new advertising campaign for funky Soul urban passenger vehicle.
Beginning mid-September, consumers will be invited to participate in a LMFAO-inspired “shuffle” dance video submission contest hosted on the Kia Soul YouTube and Facebook channels for a chance to win cash and other prizes.
Created by David&Goliath, KMA’s advertising agency of record, “Share Some Soul” finds three hamsters rolling through an apocalyptic landscape in an “Alien Green” 2012 Kia Soul.
The hamsters bring style and flair to a dark and dreary scene with their fluorescent Hamstar street wear and quickly capture the attention of battling robots when they emerge from their Soul and begin performing the latest dance trend, shuffling.
The Hamsters’ positive energy causes the alien robots and humanoids to stop fighting, drop their weapons and shuffle and party together.
“Share Some Soul” is the third in a series of Kia Soul campaigns and, according to Kia, builds on the popularity generated by “A New Way to Roll” and “This or That,” both of which received numerous accolades including Nielsen’s “Automotive Ad of the Year” two years in a row and Silver and Gold Effie awards.