Multi-Platform “The World Needs More Soul” Effort Set to Unique Track Featuring Nathaniel Rateliff and German EDM Duo BUNT
Kia Motors’ Music-Loving Hamsters Return to Share the Unifying Power of Music in New Ad Campaign for the Soul Urban Passenger Vehicle © Kia Motors
Beginning in movie theaters this weekend, some of the nation’s most recognizable advertising icons – Kia Motors’ music-loving hamsters – are back in a new campaign for the fun and funky Soul urban passenger vehicle with an upbeat message and a catchy new tune that transforms the classic “Dueling Banjos” (EMI Entertainment World) into an internationally-inspired anthem.
Set to appear on more than 34,000 screens nationwide in National CineMedia’s FirstLook pre-show program beginning tomorrow, the 60-second “Soul Jam” spot opens on an idyllic park setting with Nathaniel Rateliff, front man of roots sensation, Nathaniel Rateliff & the Night Sweats, trading guitar licks with a banjo-playing hamster who arrives on the scene in a Soul. As additional hamsters join the fray, what begins as a friendly game of musical one-upmanship morphs into a world music inspired jam session and dance party as nearby city-dwellers join in with instruments of their own, ranging from a sitar and African and Korean Drums to a ukulele, bagpipes, violins and more.
“The hamsters have always been plugged-in to what is going on in the world around us, and in the ‘The World Needs More Soul’ campaign they are back to share their infectious spirit of optimism and celebrate things that bring people together like music and dance,” said Michael Sprague, chief operating officer and EVP, Kia Motors America. “With each Soul execution we strive to bring a fresh musical perspective, and ‘Soul Jam’ blends a variety of styles and cultures with a highly recognizable piece of music to create something fun and different that stands out from the crowd, just like the Soul.”
As Kia’s most ambitious hamster commercial production to date, “Soul Jam” required nearly 3,000 hours of computer generated imagery (CGI) work to bring the hamsters to life. And to ensure authenticity, ethnomusicologists, including Dr. Steven Loza, chair of the UCLA Herb Albert School of Music’s Department of Ethnomusicology, helped curate the globally inspired jam session featuring authentic instruments, dance and clothing from around the world.
Created by David&Goliath, Kia’s advertising agency of record, the “The World Needs More Soul” campaign includes an extended cut of “Soul Jam” on YouTube.com/Kia as well as broadcast, social media, digital and out-of-home elements. In addition, the “Soul Sessions” online video takes viewers inside the recording studio for an exclusive look at the collaborative and creative process behind the creation of the “Soul Jam” soundtrack with Nathaniel Rateliff and music producer duo BUNT.
“Music is the one true universal language. It transcends borders and boundaries, connecting people on an emotional level because it’s something we can all understand, feel and appreciate,” said Colin Jeffery, chief creative officer, David&Goliath. “In this case, the hamsters use the power of music to unite people from around the world.”
A pop-culture phenomenon since bursting onto the scene in 2010, Kia’s hip posse of hamsters have always stood out from the crowd and brought people together through music, dance and positivity. Previously, the hamsters utilized popular songs ranging from the Black Sheep’s classic hip-hop track “The Choice Is Yours” and LMFAO’s smash hit “Party Rock Anthem” to Maroon 5’s “Animal” and Lady Gaga’s “Applause,” to spread the word that the Kia Soul offers “a new way to roll”. In the process the hamsters have become advertising icons with the 2011 spot generating more 20 million online views. The hamsters were also recognized by the Madison Avenue Advertising Walk of Fame and named the first-ever “Rookie of the Year” after being chosen the “Automotive Ad of the Year” for two straight years by Nielsen Automotive.