See the turbocharged hamster wreak havoc on the hospital.
Kia fan or not, it’s impossible not to love these adorable little creatures now starring in their eighth ad. The hamsters are ready to welcome into the family a new member, which is off to a tumultuous start in life as it decides to ditch the maternity ward to go meet its relatives driving around town in the new turbocharged Kia Soul.
Before jumping off the building’s roof in Fast and Furious style, the hamster successfully escapes being caught by the medical staff and by the hospital’s security personnel. Running through the corridors, Kia’s turbocharged hamster makes a mess, jumping on a person’s IV, damaging the medical laboratory, and going inside a CT scanner before heading to the kitchen where it gets covered in flower.
It eventually takes the elevator to reach the top of the building where it “borrows” a piece of sheet and uses it as a parachute, ultimately ending in the Kia Soul Turbo through its sunroof. We only get to see the car itself in the last few seconds of the ad, but that shouldn’t be much of an issue as it looks just about the same as the other versions of the family.
At its heart is a 1.6-liter GDI engine with 201 hp (150 kilowatts) and 195 pound-feet (265 Newton-meters) of torque delivered to the front wheels through a seven-speed, dual-clutch automatic transmission. It’s obviously the most powerful version of the bunch, with the naturally aspirated 1.6-liter unit pushing out 130 hp whereas the larger 2.0-liter pumps out 161 hp.
In terms of performance, the turbocharged Soul needs seven and a half seconds to reach 62 mph (100 kph) and will max out at 124 mph (200 kph).
The 2017 Kia Soul Turbo has been available for quite some time and it kicks off at $22,800 MSRP in the United States. It’s not a U.S.-only affair as the beefier Soul is also available in other parts of the world, including in Europe where it celebrated its debut at last year’s Paris Motor Show.
Gallery: 2017 Kia Soul Turbo - The Turbo Hamster Has Arrived ad
KIA MOTORS’ MUSIC-LOVING HAMSTERS WELCOME A NEW MEMBER TO THE FAMILY IN MARKETING CAMPAIGN FOR THE TURBOCHARGED SOUL
- “The Arrival” debuts online and in-cinema on Friday, June 30
- Motörhead’s ‘Ace of Spades’ serves as the soundtrack for Kia’s eighth hamster commercial
IRVINE, Calif., June 29, 2017– Over the last eight years, the Kia Soul and a trio of paw-tapping, music-loving hamsters have stood apart from the competition and captured imaginations. So how did Kia go about improving an icon? By turbocharging it. Now available with a 201-horsepower engine, Kia has upped the ante on its funky crossover, and the latest installment of Kia’s award-winning ad campaign finds the ever-present hamsters welcoming the new addition to the Soul family in “The Arrival.”
Set in a hospital, the spot opens on a young nurse making her rounds in the maternity ward when she happens upon an empty bassinet. Bursting into the hallway, she is joined by other staff members in a futile attempt to catch the nimble newborn hamster and minimize the chaos he leaves in his wake. Emerging on the rooftop helipad, the youngster makes a dramatic leap off the building, and utilizes a make-shift parachute to safely float to the street below where a Turbo Soul is waiting.
“Turbocharging gives consumers a new and more powerful way to experience one of Kia’s most popular vehicles, and we are announcing its arrival by infusing Kia’s iconic hamster campaign with newfound speed and aggressive style,” said Saad Chehab, vice president, marketing communications, Kia Motors America. “The Kia Soul has never had any trouble standing out from the crowd, and with Motörhead’s ‘Ace of Spades’ as the soundtrack, ‘The Arrival’ delivers hard-charging swagger and a healthy dose of mischief and chaos.”
Created by David&Goliath, Kia's advertising agency of record, “The Arrival” will debut online and on more than 25,000 movie theater screens nationwide this weekend through the National CineMedia and Screenvision movie networks. Kia’s latest hamster campaign includes :90, :60, :30 and :15-second versions for both general and Hispanic markets across in-cinema, digital and online channels. An extended cut of “The Arrival” is available now at YouTube.com/Kia.
A pop-culture phenomenon since bursting onto the scene in 2009, Kia’s hip posse of hamsters have always stood out from the crowd and brought people together through music, dance and positivity. Previously, the hamsters utilized popular songs ranging from the Black Sheep’s classic hip-hop track "The Choice Is Yours" and LMFAO's smash hit "Party Rock Anthem” to Maroon 5’s “Animal” and Lady Gaga’s “Applause,” to spread the word that the Kia Soul offers “a new way to roll.” Most recently, a universal take on the classic riff “Dueling Banjos” was created for 2016’s “Soul Jam,” which incorporated more than 20 different musical instruments. Over the years, the hamsters have become advertising icons with the 2011 spot generating more than 20 million online views alone. In addition, the hamsters were recognized by the Madison Avenue Advertising Walk of Fame and named the first-ever "Rookie of the Year" after being chosen the "Automotive Ad of the Year" for two straight years by Nielsen Automotive.