CHAPTER 18

“The Hamsters” … Various Artists and Kia (2008)

In 2008, Kia unveiled its new “Soul,” it released the “Hamsters.” It was a five-part campaign called “A New Way to Roll” and created by Los Angeles-based ad agency, David & Goliath (see Figures 18.118.5). The first ad depicted

a computer-generated Levittown populated by giant hamsters. As the rodents spin in place on their hamster wheels, waiting for the traffic light to change, the drudgery of their gridlocked exercise is suddenly interrupted by the arrival of a red Kia Soul. When the car pulls up to the intersection, the passenger-side window rolls down to reveal a posse of three hipster hamsters who are clearly enjoying their ride.1

This first campaign also played four different ...

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