Kia has won the top honor in the Nielsen Automotive Ad of the Year awards for the second year in a row. Their second commercial featuring dancing hamsters with performing Black Sheep's "This Or That". According to Kia, the hamster spots have helped increase Soul sales in a big way. The boxy compact saw its sales figures increase by 50.8 percent last month compared to March 2010. Kia used this particular song "to compare "This," the funky and uniquely styled Soul, to "That," a number of boring and mundane appliances on wheels, cardboard boxes or hamster wheels."
The spot debuted on cable at the end of May 2010 as an extension of the first Soul spot to feature the hamsters in "A New Way to Roll," which depicted boring city and suburban streets inhabited exclusively by hamsters who are mindlessly running in place in their exercise wheels until a molten red Kia Soul pulls up to a stoplight and the passenger window rolls down to reveal a trio of paw-tapping, music-loving hamsters who have in fact found "A New Way to Roll."
Hamsterdam Ave... instead of Amsterdam Ave, H&H instead of H&M. I thought it was cute and well thought out, even though they used a faux Harlem setup. Cuteness does sell...
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