Kia’s Electronica-Obsessed ‘Hamstars’ Bring the Party to the 18th Century

By Bob Marshall 

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