Kia has launched a new campaign to promote the ‘totally transformed’ Kia Soul.
Created by David&Goliath, and set to Lady Gaga’s Applause, the ad see the Soul and its formerly frumpy hamster mascots undergo a transformation.
D&G executive creative director Colin Jeffery said: “The hamsters always have their paws on the pulse of pop culture. With the help of Lady Gaga, some current fashion trends and our friends at MPC VFX, we introduce a sleeker, sexier and more sophisticated Soul. The hamsters don’t look too shabby themselves.
“Over the last five years I’ve gotten to know the hamsters really well. So well, in fact, that the hamsters were quite comfortable with me getting behind the camera and directing their latest commercial. Thankfully our Kia clients supported their decision.”
As well as TV, the campaign is set to include digital, social, OOH, POS, promotion and experiential.
the TV ad will officially launch during the VMA awards tomorrow, 25 August.