KIA Soul - “This or That” - (2010) :60

More hamsters in cars. Because KIA wants to remind you commuters what you really are. ;) VERMIN. No I'm kidding.

Given the success of the Soul launch and the hamsters’ popularity, they are returning for a second time in this year’s follow-up Soul campaign. This time around, we return to a city of hamsters, now a bustling metropolis filled with hamsters from all walks of life. In the style of a music video, and to the classic hip hop track “The Choice is Yours” by notable 90’s hip hop group Black Sheep, our hero hamsters in the Soul take us through a day in the life, cruising through the city in their Alien Green Kia Soul. But unlike the first spot, the other less fortunate, jealous hamsters are in more than just monotonous hamster wheels. They ride along (and fail) in dull and characterless vehicles – toasters, washing machines and cardboard boxes. Our hero hamsters compare their Soul and all its amazing features to the other disappointing, boxy rides as they rap the song’s lyrics “You can go with this, or you can go with that.” We follow them as they walk through the neighborhood, cruise around the city in their Soul, hang out with the neighborhood hamsters and make the poor hamsters in their vanilla rides envious.

Chief Creative Officer: David Angelo
Executive Creative Director: Colin Jeffery
Associate Creative Director: Rodrigo Butori
Copywriter: Noah Phillips
Executive Producer, Managing Director: Carol Lombard
Managing Partner, Group Client Director: Russell Wager

Production Company: Partizan
Director: Antoine Bardou Jacquet
Director of Photography: Guillermo Navarro
Executive Producer: Sheila Stepanek
Line Producer: Louis Saint-Calibre

Editing House: Union Editorial
Editors: Jim Haygood (Union) and Bill Smedley (via Work Post – London)
Producer: Michael Romandi

Post Effects: Frame Store London
Producer: Tim Keene