‘This or That’: Hamsters Make a Comeback in 2010 Kia Soul Ad Campaign

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Kia's original advertisements for the 2010 Soul placed giant hamsters behind the wheel. Those same furry creatures appear once more in Kia's new "This or That" ad campaign -- although they seem to have gone old-school.

Set to the 90's hip-hop song The Choice is Yours by Black Sheep, the hamsters appear in what appears to be New York City, and begin to rap the song, creating a pseudo (and surreal) music video. You could go for "this" -- the Soul -- or other boxy cars for sale, which are likened to driving a cardboard box, a toaster, and a washing machine.

The first Soul hamster ad launched with much consumer and critical praise -- in fact, it managed to win Nielsen's Automotive Ad of the Year award last year. Kia is apparently expecting such popularity with the new commercial -- the automaker has actually launched a new "Hamstar" clothing line, which allows humans to purchase the outfits worn by the hamsters in the new ad.

The "This or That" campaign launched on cable networks yesterday, and will be playing in movie theatres nationwide come tomorrow. Kia plans on rolling out a digital campaign to match, but for now, you can watch the commercial on YouTube.

Source: Kia

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