The slimming down of a TV celebrity isn’t something new. Oprah, Kirstie Alley and Jonah Hill can certainly attest.
Evidently, the weight loss fad also applies to even the furriest of starlets.
Visual effects company MPC recently teamed up with David&Goliath and @radical.media on an ambitious overhaul of Kia’s famous hamsters and what you get is a fuzzy transformation.
Totally Transformed, the newest Kia TV advertisement, follows the overweight hamsters through a total fitness makeover, from the gym to the pool to the barbershop, mirroring the efforts of a Kia engineer as he perfects each element of the new Soul in a far-off lab. These dual makeover montages collide in the final scene, where the three now-stylish and svelte hamster mascots swagger from their flashy overhauled 2014 Kia Soul onto a red carpet.
“Now in its second generation, the Soul maintains its individualistic edge with a fresh take on its iconic design… the hamsters have followed suit by getting fit and developing a new fashion sense that reflects the sophistication of the newly refined Soul,” said Michael Sprague, Kia Motor America’s executive vice president of marketing and communications in a press release.?
Kia has relied on the portly hamsters to sell cars since 2009, and it doesn't sound like the automaker has plans to change its ad campaign anytime soon, regardless of the slim down.
"When the first Soul arrived on the scene, everyone at Kia believed we had a hit on our hands but we didn't realize how big that hit was going to be,” said Sprague. “Our year-over-year success is a direct result of the hamster commercials entertaining the young and young-at-heart with their baggy clothes, excellent taste in music and slick dance moves."
With a more premium look and feel, the 2014 Soul features a quiet cabin and more comfortable ride than its predecessor. The Soul offers an eight-inch navigation screen, Rear Camera Display and a host of other available amenities to make it an attractive offering.
The hamsters’ new look ride has already garnered awards, being named a winner at the 10th annual Active Lifestyle Vehicle of Year awards held in Chandler, Ariz. For the second consecutive year, the Soul received the highest score in the urban category after evaluations from local media and athletes.
"Having Soul named as a winner once again at the Active Lifestyle Vehicle awards is strong evidence that our complete redesign of this iconic vehicle was successful. While dramatically improving the Soul's ride and handling qualities, as well as its interior appointments, it's lost none of its fun, funky and young-at-heart personality," said Sprague. "From the expansive cargo area to the roof rack mounts that come standard on every trim, the Soul speaks to those who want a vehicle that offers iconic design and all the things that support a youthful and active lifestyle."
Sometimes, change can be a good thing. I, for one, am happy with the hamsters’ choice for a healthy life. With the 2014 Kia Soul as the catalyst for change, the hamsters should continue to break dance their way onto our TV screens for years to come.
By Scott Stone
Evidently, the weight loss fad also applies to even the furriest of starlets.
Visual effects company MPC recently teamed up with David&Goliath and @radical.media on an ambitious overhaul of Kia’s famous hamsters and what you get is a fuzzy transformation.
Totally Transformed, the newest Kia TV advertisement, follows the overweight hamsters through a total fitness makeover, from the gym to the pool to the barbershop, mirroring the efforts of a Kia engineer as he perfects each element of the new Soul in a far-off lab. These dual makeover montages collide in the final scene, where the three now-stylish and svelte hamster mascots swagger from their flashy overhauled 2014 Kia Soul onto a red carpet.
“Now in its second generation, the Soul maintains its individualistic edge with a fresh take on its iconic design… the hamsters have followed suit by getting fit and developing a new fashion sense that reflects the sophistication of the newly refined Soul,” said Michael Sprague, Kia Motor America’s executive vice president of marketing and communications in a press release.?
Kia has relied on the portly hamsters to sell cars since 2009, and it doesn't sound like the automaker has plans to change its ad campaign anytime soon, regardless of the slim down.
"When the first Soul arrived on the scene, everyone at Kia believed we had a hit on our hands but we didn't realize how big that hit was going to be,” said Sprague. “Our year-over-year success is a direct result of the hamster commercials entertaining the young and young-at-heart with their baggy clothes, excellent taste in music and slick dance moves."
With a more premium look and feel, the 2014 Soul features a quiet cabin and more comfortable ride than its predecessor. The Soul offers an eight-inch navigation screen, Rear Camera Display and a host of other available amenities to make it an attractive offering.
The hamsters’ new look ride has already garnered awards, being named a winner at the 10th annual Active Lifestyle Vehicle of Year awards held in Chandler, Ariz. For the second consecutive year, the Soul received the highest score in the urban category after evaluations from local media and athletes.
"Having Soul named as a winner once again at the Active Lifestyle Vehicle awards is strong evidence that our complete redesign of this iconic vehicle was successful. While dramatically improving the Soul's ride and handling qualities, as well as its interior appointments, it's lost none of its fun, funky and young-at-heart personality," said Sprague. "From the expansive cargo area to the roof rack mounts that come standard on every trim, the Soul speaks to those who want a vehicle that offers iconic design and all the things that support a youthful and active lifestyle."
Sometimes, change can be a good thing. I, for one, am happy with the hamsters’ choice for a healthy life. With the 2014 Kia Soul as the catalyst for change, the hamsters should continue to break dance their way onto our TV screens for years to come.
By Scott Stone