Maybe we can look forward to another ad with Kia's giant hamsters.

The Super Bowl is still months away, but automakers are already planning their big-budget commercials for the Big Game on February 5 in Houston, Texas. The first company in the industry to confirm a spot is Kia. Meanwhile, another big name is stepping away from the show this year.

This will be Kia’s eighth consecutive year with a Super Bowl commercial. Advertising agency David&Goliath will create the spot, according to Automotive News.

The automaker isn’t discussing the theme of this year’s commercial yet, but the new turbocharged Soul might be a smart vehicle to highlight in the ad. The hatchback is already the company’s bestselling model in the United States. The 2017 Soul Exclaim gets a 1.6-liter turbocharged four-cylinder with 201 horsepower (150 kilowatts). The powerplant has an extra 40 hp (30 kW) over the naturally aspirated 2.0-liter that’s available in other trim levels and 71-hp (53 kW) more than the naturally aspirated 1.6-liter four-cylinder in the base version.

Where Kia is getting started early on announcing its intention for an ad, Toyota is already reporting that the company has no plans on buying the Super Bowl’s famously expensive commercial time. The company has had spots during the last five consecutive games, according to Automotive News.

Kia hired actor Christopher Walken last year for a commercial called "Walken Closet." The ad for the Optima tried to present the sedan as an exciting alternative to other models in the segment. If you missed it, watch the spot below.


Toyota had two commercials for the Prius during last year’s Super Bowl. The one titled “Heck on Wheels” was essentially a comical music video that presented the hybrid model as an exhilarating vehicle. The company’s other ad was “The Longest Chase” about bank robbers that escaped by being able to drive further, not faster. Both are below.

Source: Automotive News

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