Kia Hamsters Hint at Upcoming Turbocharged Soul Model
Love ’em or hate ’em, the Kia hamsters are back to share some soul and are hinting at a new model for the funky compact.
The new 60-second spot called Soul Jam will debut on more than 34,000 movie screens starting this weekend, starring Kia Motors’ music-loving hamsters. The upbeat campaign centers around the compact Soul and features a catchy new tune that transforms the classic Dueling Banjos into an internationally inspired anthem.
If you don’t care to watch dancing hamsters, the best part of the new commercial is the very end, when the small print shows that a turbocharged Kia Soul will be arriving this winter. Right now, an electric Soul is offered along with two gas engine models: a 1.6-liter four-cylinder and a 2.0-liter unit. Kia has a turbo 1.6-liter four-cylinder that powers the Forte Koup, and this motor would be a good fit for the Soul.
SEE ALSO: Kia Soul Spied Testing New Facelift
The Korean automaker considers this the most ambitious hamster commercial production to date, requiring nearly 3,000 hours of computer generated imagery (CGI) work to bring the hamsters to life. To ensure authenticity, Kia reached out to ethnomusicologists such as Dr. Steven Loza, chair of the UCLA Herb Albert School of Music’s Department of Ethnomusicology, to help curate the globally inspired jam session featuring authentic instruments, dance and clothing from around the world.
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Jason Siu began his career in automotive journalism in 2003 with Modified Magazine, a property previously held by VerticalScope. As the West Coast Editor, he played a pivotal role while also extending his expertise to Modified Luxury & Exotics and Modified Mustangs. Beyond his editorial work, Jason authored two notable Cartech books. His tenure at AutoGuide.com saw him immersed in the daily news cycle, yet his passion for hands-on evaluation led him to focus on testing and product reviews, offering well-rounded recommendations to AutoGuide readers. Currently, as the Content Director for VerticalScope, Jason spearheads the content strategy for an array of online publications, a role that has him at the helm of ensuring quality and consistency across the board.
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Kia, You out did your self because that your new commercial meant to me that we are all difference and we can work together to play a wonderful same song. Thank You.