Kia’s iconic hamsters have returned for a musical-themed 2016 Kia Soul hatchback commercial. The new 60-second spot will first debut in theaters in National CineMedia’s FirstLook pre-show program. Set to air this weekend, the ad will be shown across more than 34,000 movie screens.
In the latest installment of the hamster saga, the original chubby cartoonish hamsters return with an ode to the classic “Dueling Banjos” skit. The new ad, dubbed “Soul Jam,” begins with Nathaniel Rateliff of Nathaniel Rateliff & the Night Sweats playing guitar in the park. A banjo-playing hamster hops out of a 2016 Kia Soul and the two musicians start battling. More musical hamsters arrive, and soon people from all over the city run to the park with their respective musical instruments in tow.
Kia says the commercial represents 30 different musical instruments from more than 20 cultures and includes African and Korean drums, a sitar, 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 of Kia Motors America, in a release. “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.”
We’re just glad the creepy sexy human-like hamsters from 2014 are gone.
The automaker has already posted a nearly two-minute extended cut video to its YouTube page. Check out the extended cut “Soul Jam” ad for the 2016 Kia Soul ahead of its regular movie theater debut below.
Source: Kia
The post Musical Hamsters Return for 2016 Kia Soul Commercial (W/Video) appeared first on Motor Trend.
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