Kia and its agency got a lot of good buzz and kudos for last year's "New Way to Roll" campaign for its Kia Soul crossover, positing the world of non-Kia Soul drivers as a Richard Yates-inspired
landscape in which everyone else is just spinning on those little metal wheels the rodents get to use as gyms.
While driving the Soul may not change that fact (that would require you to do
something like move to Costa Rica, or join the French Foreign Legion), the hamsters are back in a new Soul campaign, "This or That," breaking on Wednesday. And in case you want to celebrate your fate,
there's even a line of hamster-themed clothing called "Hamstar."
The effort comprises a 60-second in-cinema and TV ad, a 30-second TV version, and 15-second online ad, plus a microsite,
banner adds and out of home.
Last Year Kia also launched Forte, a coupe version of the car, and all-new 2011 Sorento. Kia says the Soul spots got over three million total YouTube hits and
brought in more Facebook fans than any of its segment competitors.
The company also says the hamsters campaign last year exceeded internal sales goals by over 30%.