Bringing Down The House, The Hamsters Are At It Again!

[xcel]

Official 2013 Kia Soul Commercial rocks the house with a new beat and techno effects..

Wayne Gerdes - CleanMPG - Aug 31, 2012

Kia’s music-loving hamsters return in a new campaign for the 2013 Soul that brings the 21st century's electronic dance music craze to a stuffy 18th century opera house. In otehr words, yet another Rockin techno pop extravaganza...

Set to "In My Mind" (Axwell remix), the hamsters take over an ornate theater with a never-before-seen display of modern music, high-energy dance moves, a laser light show and an epic stage dive that has the wig-wearing patrons on their feet and roaring with approval. "Bringing Down the House" will begin appearing on more than 18,000 movie screens nationwide in National CineMedia's FirstLook pre-show program beginning later today, followed by the television debut during the MTV Video Music Awards on September 6.

Kia's iconic hamsters are back with a vengeance. From the beginning, the hamsters have had their paws on the pulse of pop culture and emerging music trends and this new ad continues to present the Soul as "A New Way to Roll."

With a wide variety of soundtracks ranging from the classic hip-hop track "The Choice Is Yours" by Black Sheep to LMFAO's smash hit "Party Rock Anthem," previous Soul campaigns have significantly raised consumer awareness and perception and helped Kia become the fastest-growing car company in the U.S. over the last five years.

With more than 20 million views, 2011's "Share Some Soul" is the third most-watched automotive ad in YouTube history, and last year the hamsters were recognized as the Madison Avenue Advertising Walk of Fame's first-ever "Rookie of the Year" after being named the "Automotive Ad of the Year" for two straight years by Nielsen Automotive.

Created by Kia's advertising agency of record, David&Goliath, the new 60-second spot fuses old and new worlds by placing a spotlight on the emergence of electronic dance music, which has quickly found its way into the mainstream with some of today's biggest musical acts incorporating classical sounds and instrumentation into their arrangements.

"Bringing Down the House" starts with all the grandeur and scale of an epic Hollywood period film as ballet dancers, an opera singer and a slightly odd-looking conductor take the stage in 1799. As soaring music and vocals fill the air, the audience is stunned when the conductor is revealed to be a music-loving hamster in disguise. With the cast and audience looking on in shock, a futuristic Kia Soul rises through the stage floor and a hamster DJ spins this summer's electronic concert anthem, "In My Mind" remixed by Axwell – a member of the DJ trio, Swedish House Mafia. It doesn't take long before the sight of dancing hamsters decked out in colorful "Hamster" clothing causes even the crustiest of the upper-crust crowd to lose their inhibitions. With the entire opera house on their feet and moving to the music, the hamsters make a memorable exit as their Soul travels through hyperspace with a hamster winking and waving its paw in the interstellar wind.

After all is said and done, is this another smash hit of “Totally Cool” or what

[PaleMelanesian]

What amazes me is how much traction they get out of showing these masterpieces 2-3 times and then dropping them. Unlike some makers who just keep hammering you with it over and over and over again.

[aca2983]

Not related to the video: but friend of the family bought a Soul earlier this year. Retired, about 64. Known since childhood, and to my knowledge this is the first brand-new car he's ever bought. Very mechanical guy, always bought used cars and flipped. Dozens. He LOVES his Soul. Literally won't shut up about it.

[The Doctor]

I can relate!
I've been driving for over 50 years and compared to the Soul, eveything else was just "Transportation". The Soul is actually FUN!

For those who thought I'd never give up my SX4, all I can says is:

"The Hamsters got me!" (ya just gotta love those furry little guys!)

The Doctor

[herm]

I just get hungry when I see those rodents..

[CRT1]

Im glad I ate lunch already.

[PaleMelanesian]

What IS that, anyway?

[SentraSE-R]

It's a Guinea Pig, aka cuy. Hamsters are much smaller.

[PaleMelanesian]

Ah, that makes sense. The big head was throwing me off. Couldn't be a squirrel or rabbit. I know what those look like on a plate. Looks like a good amount of meat for an animal of its size, better than other rodents.