Kia’s hip-hop hamsters are back and showing again that they’ve got soul. Make that Soul, with the Korean maker ready to roll out an updated version of its boxy crossover.
The original, 2010 campaign for the Kia Soul introduced the animated stars and created perhaps more of a sensation for the commercial than for the car itself, though the crossover has proven itself a solid seller and a real halo product for the fast-growing brand.
First shown driving amidst a wasteland of me-too automobiles, the “Hamstars,” as Kia calls them, returned to rap in a second campaign last year. Now, they’re back and dancing to the sounds of “Party Rock,” the hit by electro-pop band LMFAO in a 60-second spot that somehow combines a music video with a setting that might have come from the popular videogame Halo.