Early ads for the 2010 Kia Soul put giant hamsters behind the wheel of the funky hatchback, but the latest ad campaign — dubbed “This or That” — has the furry rodents going 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 wrap 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 the time being, you can watch the commercial itself on YouTube.