The hamsters are back! Kia is launching its new ad campaign to promote the 2016 Kia Soul. It’s called “The World Needs More Soul” and it is the most ambitious hamster commercial produced thus far. Want to know more? Keep reading for more information.

The music-loving hamsters hit the scene in 2009 and brought in a variety of awards like the “Automotive Ad of the Year” for two straight years by Nielsen Automotive. Kia has partnered with their advertising agency of record, David&Goliath, to create “The World Needs More Soul” campaign. The first campaign spot brings together 30 different musical instruments like African drums, bagpipes, and the ukulele, which represent more than 20 cultures from around the world. The commercial required nearly 3,000 hours of computer generated imagery as well as a jam session with all the authentic instruments to make sure the imagery matched perfectly!

“The hamsters have always been plugged-in to what is going on in the world around us, and in the ‘The World Needs More Soul’ campaign they are back to share their infectious spirit of optimism and celebrate things that bring people together like music and dance,” said Michael Sprague, chief operating officer and EVP, Kia Motors America. “With each Soul execution we strive to bring a fresh musical perspective, and ‘Soul Jam’ blends a variety of styles and cultures with a highly recognizable piece of music to create something fun and different that stands out from the crowd, just like the Soul.”

You can see this spot at your local movie theater, or on youtube. But if you want to see the 2016 Kia Soul you will have to swing by Folsom Lake Kia in the El Dorado Hills, CA area. We hope to see you soon!