LA-based independent creative agency David&Goliath created this spot, directed by Tarsem, edited by Whitehouse editor Ben Stephens, and the vfx done by - who else - Framestore London.
A really simple, but also slightly absurd visual brings home the point - the KIA is not your usual drudgery in the hamsterwheel of commuting. You might still be a hamster, but now you drive a cool car and listen to hip-hop.
“This campaign isn’t about counter-culture or opting to go in a completely different direction. We’re merely suggesting there’s an alternative to the ordinary,” said Colin Jeffery, executive creative director at David&Goliath. “We all have to get from point A to point B – The Soul is just a cooler way to get there.”
David&Goliath used this opportunity to promote various musicians. There’s a key moment in the spot when the Soul’s window goes down to reveal the cool hamsters and the equally cool music track they’re listening to. There will be about five variations of the same spot in rotation, each with a different piece of music. The cinema cuts feature “Bounce” by MSTRKRFT and “Fort Knox” by GoldFish.
Jeffery added, “This car is all about being fresh and different. So we took the opportunity to try something equally innovative with the music. Finishing the commercial with a bunch of different tracks reinforces the idea and importance of being unique.”