Kia posted a 60-second commercial on YouTube this morning. The spot opens with post-apocalyptic battle scene between robotic aliens and space-age soldiers. That is, until the hamsters arrive in their 2012 Kia Soul and everyone starts dancing to music from electro-pop dance music group LMFAO.
The original hip-hop hamsters Kia spots were one of the biggest marketing coups of the past few years, earning the brand industry accolades and consumer attention alike. The new campaign aims to cash in on that good will fueled for the 2012 Soul's campaign, dubbed "Share Some Soul."
The commercial will make its TV debut during the MTV Video Music Awards on Sunday night. The campaign hits movie theaters starting Sept. 2 and 30-second versions of the spot will begin to air on cable and network TV on Sept. 5, Kia said in a statement today.
For the 2012 model year, Kia updated its Soul compact crossover with a new fascia, freshened headlights and hood and a new vertical taillight configuration. Under the hood is a 1.6-liter gasoline direct injection four-cylinder engine that's new for the model year and boosts power and efficiency from the 1.6-liter engine it replaced.
Kia sold 65,118 Souls in the United States through July, a 78 percent increase over the same seven-month period of 2010.
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