Hamsters charge up Soul EV

Hamsters charge up Soul EV

Aug 22, 2014

Hamsters charge up Soul EV

Another one here from the fevered brains of advertising executives. Over in America, the wacky people at Kia have been advertising the Soul using a trio of music-loving hamsters (for reasons best known only to those who dreamt up this lunacy) for a number of years.

And now, for the forthcoming Soul EV, the latest instalment in their TV repertoire involves the hamsters in a 'high-tech, high-energy laboratory', unleashing their inner mad scientists to the beat of a never-heard-before Maroon5 song called 'Animals' in order to supposedly create the EV. And also a furry new friend.

Of course, the message we take from this is that Kia's green people mover was cooked up by three out-of-it rodents who didn't have a clue what they were doing. Or something like that, anyway. Honestly, we don't understand what any of this is really about. Although Kia is giving away 200,000 free downloads of Animals, prior to its release on iTunes.

Allow us to let Michael Sprague, Kia Motors America's executive vice president of sales and marketing, try and explain: "From hip-hop to pop, the hamsters have always had an ear for music and their paws on the pulse of pop culture. This year, the smartly dressed trio are breaking new music from Grammy Award-winners Maroon5 and celebrating the expansion of Kia's line of eco-conscious vehicles by sharing 'Animals' for free at Kia.com. With the Soul EV about to shake things up in a category not known for head-turning good looks, the hamsters are out to prove that eye-catching style and eco-efficiency are no longer mutually exclusive."

Hmm. Not for nothing is the TV series revolving around Don Draper called 'Mad Men'...