The six episodes in Kia's "Moochie" branded-content Web series have garnered a combined 100,000-plus YouTube views in about two months. So, there must be some tired click-fingers over at ad agency David&Goliath, which created this sub-sitcom about three goofy twentysomething quasi-losers and their wisecracking, animatronic hamster. (Matt Lenski of Epoch Films directed.) The first spot is posted below. If you think the premise sounds stupid, you're right. It's stoopid with a capital "stoop." That said, even as my precious few brain cells squeaked, rodent-like, in agony, I watched the show all the way to the end, because I had to know if Moochie gets a heart transplant and lives! C'mon, no episode of House has been worth finishing in the past three years! (You know, come to think of it, there could be crossover possibilities, as shaggy, beady-eyed Hugh Laurie looks like a hamster at times.) The opening image of Moochie rising from a sea of cheeseballs gave me nightmares, but at least I finally remembered to clean those old glue-traps out of my kitchen cabinets.
—Posted by David Gianatasio