Love ‘em or hate ‘em, but Kia’s break-dancing over-sized hamsters must actually be selling units of the Soul. How else do you explain this nonsensical 90-second spot from David&Goliath, which looks like it cost an awful lot of money to make (probably the equivalent of thousands of Kia Souls).
In the announce, we’re told, “The commercial – “Bringing Down the House” – highlights the emergence of electronic music, which has quickly found its way into the mainstream and some of today’s biggest musical acts. This, combined with a trend where young artists are increasingly incorporating classical music and instrumentation into their music, comes together to create a modern-day remix of new and old.” I don’t quite know how clearly that message will come across to the average consumer, or if it really needs to. In fact, I would argue you could send the hamsters back to almost any time period with the same effect.
But, it seems that D&G is sticking by the old mantra, “If it ain’t broke, don’t fix it.” Sure, it’s stupid, but it’s working. So, you can hate on the hamsters as much as you want, or you can join them in dancing to Axwell’s remix of Ivan Gough and Feenixpawl’s “In My Mind.” It’s no LMFAO, but it’ll do. Credits after the jump.
Chief Creative Officer: David Angelo
Executive Creative Director: Colin Jeffery
Senior Copywriter: Greg Buri
Senior Art Director: Basil Cowieson
Executive Producer, Managing Director: Carol Lombard
Executive Producer: Paul Albanese
Managing Partner, Client Services: Brian Dunbar
Group Account Director: Brook Dore
Account Director: Justin Manfredi
Account Supervisor: Nancy Ramirez
Director of Strategic Planning: David Measer
Strategic Planner: Steven Garcia
Production Company: MJZ
Director: Carl Erik Rinsch
Director of Photography: John Mathieson
Executive Producer: Kate Leahy
Producer: Margo Mars
Choreographer: Natricia Bernard
Production Design: Petr Kunc
Costume Design: Rebecca Hale
Hair, Wig, & Makeup Design: Kirstin Chalmers