Please, KIA client, read this. You need to stop it with the hamsters now. It's getting too weird. I've honestly hated every hamster ad, except this one, where the hamster wheel idea is a visual pun on an expression, enlarged to a quirky ad idea.
Everything after that was just large hamsters driving cars, without understanding what made the first idea a successful one. You often see clients do this "well that ad went well, so lets have some life-sized hamsters and popular music again, please" and we're served everything from Lady Gaga to Maroon 5 with hamsters. Totally missing the original idea. It's not about giant hamsters and music. It was about breaking the norm. Shaking loose from the mundane commute. Being a different car. That was the original idea, the hamsters were just showing it.

Now the hamsters are your usual stereotypes of lab rats (heh), engineering an EV. The hamsters even own a pet hamster who somehow gets into the lab area and turns into a sleek & sexy leggy hamster woman, in a leather catsuit. Excited about their ability to create sexy hamster ladies, our hamster-lab-team drive to the nearest pet store to get more pets. This is the client insisted-upon car in action shots that need to be done, both to and from the pet store just to make you see the car. Then the lab-hamsters make more hamster ladies, which makes the original hamster lady so happy that she has a harem of friends to dance with, instead of insanely pissed off that her owner just ditched her to get more hamsters, that they all break out in choreographed dancing. Ho-kay.

This is not breaking away from the norm, people. This is not being original. This is the usual sexist drivel, with women as eye-candy in car ads, just served by hamsters. We even have our token hamster in the mix, as I sincerely believe the clients insisted on a rastafarian hamster to fulfill a quota. Please let the hamster-campaign die and hire some marketing people that understand the difference between an idea and an execution asap. This anthropomorphic sexism is getting into weird beastiality territory and I am flabbergasted you ever approved this shite. Seriously, KIA, what were you thinking?

Music: “Animals“ by Maroon 5 First air date: – MTV VMAs Agency: David&Goliath Founder & Chairman: David Angelo Chief Creative Officer: Colin Jeffery Creative Director/Copywriter: Matthew Curry Associate Creative Director/Art Director: Kristian Grove Møller Copywriter: Courtney Pulver Art Director: Michael JF Wilson Executive Producer, Managing Director: Carol Lombard Executive Producer: Paul Albanese President: Brian Dunbar Production Company: Director: Colin Jeffery Director of Photography: Toby Irwin; 2nd Unit DP: Greg Baldi Production Designer: Tom Foden Special EFX: Legacy Effects

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (5)

  • kurtberengeiger's picture

    After Adriana Lima, this advert makes total sense. Just not very good sense.

    Aug 23, 2014
  • Dabitch's picture

    Ugh. Jag hade förträngt Adriana Lima. Vad fan håller de på med?

    Aug 23, 2014
  • JIm's picture
    JIm (not verified)

    And all the dude hamsters are fat. What's up with that?

    Aug 25, 2014