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That prize banjo scene from the film Deliverance gets a CG-infused makeover in Kia's latest ad, featuring its trademark hamsters, who have basically become the Barbie doll of brand mascots—they do everything, and probably have a better life than you.
In agency David&Goliath's latest pop culture-infused campaign, a lone guitar player (Nathaniel Rateliff of Nathaniel Rateliff & the Night Sweats) kicks off the melody to "Dueling Banjos." A cherry red Kia Soul pulls up alongside him, and his tune is joined by a banjo, played by a country-clad hamster with an easy grin.
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