Kia Rocks On TV With Hip-Hop Hamsters

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November, 2011

Kia Rocks On TV With Hip-Hop Hamsters

Kia is introducing America’s award-winning, music loving hamsters to promote its 5-Year Warranty Programme in the New Zealand market.

A bunch of hip-hop, rapping hamsters are appearing in a new Soul TV commercial that features the number one smash hit ‘Party Rock Anthem’ sound track. The Kia hamsters created a big stir in the United States where they are credited with turning the funky Kia Soul into a best-seller and now its New Zealand’s turn to see what the hype is all about.

The hamsters are part of an advertising campaign that has won numerous awards in the US, including Nielsen's ‘Automotive Ad of the Year’ two years in a row and both Silver and Gold Effie awards – the advertising world’s equivalent of the Oscars.

The Los Angeles-based agency that created the ads, David & Goliath, admitted that it was a “brave idea” to use the animated hamsters, but now says they have become a part of “popular culture with a fun, distinct image that resonates with people”.

Since they first made their appearance on US TV screens in 2009 to launch the Kia Soul with a rap song, the hamster characters have become among the most-watched ads on TV screens across the States. They have also garnered a huge following on You Tube, with more than 5.5million hits.

Although it has taken a couple of years for the hamsters to reach New Zealand, Kia Motors is certain they will be no-less popular here.

Todd McDonald, General Manager of Kia Motors New Zealand says the company has been toying with the plan to introduce the rapping hamsters for some time, but was waiting for the right opportunity.

“There isn’t anything else like it on TV at the moment and we felt there was an opportunity to inject a bit of fun and entertainment onto our TV screens over the summer season,” he says.

“I guess viewers will either love them or loathe the hamsters, but they will certainly get noticed.”

As well as appearing on TV and You Tube, the rapping Kia hamsters have also fronted their own Facebook campaign, with dancers from around the globe being invited to join their party and participate in a LMFAO-inspired dance video submission contest called the "Soul Shuffle Slam".

ENDS

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