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Rapping hamsters a winner ad

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A catchy ad featuring rapping and dancing hamsters has proved to be a winner for Kia, taking out prestigious US ?Gold Effie? award.

The campaign for the Kia Soul sees the hamsters rapping on the virtues of the boxy Soul while less hip hamsters cruise the streets in giant toasters and washing machines - in a fairly sizable dig at Toyota’s reputation for turning out dull cars.

It’s not the first Effie for Kia, which won the Silver award last year for the same campaign’s opening ad, in which the hamsters cruise around in a red Soul while everything else on the streets is in a hamster wheel.

Awards are one thing, but selling cars is another. Kia Australia thinks the entertaining approach translates into more buyers. "The ad is really popular over there, and I would think any sort of interest created would be worth sales somewhere down the line," Kia spokesman Kevin Hepworth says. "I think fun in advertising is important and we showed that with the Grandmaster Flash ad for the Sportage."

So with the success of the rapping hamsters, perhaps we should stay tuned for a ‘cute Aussie animal’ ad for the Soul. Break-dancing wallabies with a chorus line of koalas should do nicely.

Comments on this story

Displaying 3 of 6 comments

  • Not a bad advert. Definitely catches your eye and I?m sure it will get results.

    phil davis Posted on 16 June 2011 11:32pm
  • Friggin awesome video ad. Bet that will attract heaps of buyers!

    david grace Posted on 16 June 2011 11:19pm
  • Nobody bases their purchase decision on TV advertising but that is a very entertaining ad.

    paula of perth Posted on 16 June 2011 1:20pm
  • That toaster would have to be the latest model Chrysler Voyager.

    Wang Cou Chen Posted on 16 June 2011 12:52pm
  • I like a good ad, but advertising rarely influences my decisions for purchases, especially with major things like cars. Volkswagen ads aside, there are no clever or entertaining ads for vehicles that would convince me to buy one. I will definitely not be buying a Kia any time soon, and some clever ads have come from Toyota (Previous gen Corolla ad was good) and Ford (Focus ads), but you definitely won’t be seeing me flocking to their dealerships either…Also, probably 70% of Kia’s clients are over the age of 60, and they’re probably not going to be impressed by rapping hampsters either…

    small-car-dude Posted on 15 June 2011 4:08pm
  • Yeah, I’ll make the second biggest purchase of my life because of an ad with hamsters in it ... this is why Kia make terrible cars, because they’re appealing to idiots who buy based on marketing like this.

    danielb of sydney Posted on 14 June 2011 2:49pm
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