Kia's giant dancing hamsters are back for a 'Soul Jam'
AgencyDavid & Goliath
Music-loving rodents trade guitar licks with Nathaniel Rateliff in new David & Goliath ad
After a two-year hiatus, Kia Motor’s music-loving hamsters are back in a new campaign from David & Goliath, and this time they’re jamming with Nathaniel Rateliff. The musician is playing his guitar in Central Park when a banjo-playing hamster arrives on the scene in a Kia Soul and joins him in an electrified rendition of "Dueling Banjos." The one-upmanship morphs into a world music dance party, as the rest of the rodent posse dances in with a diverse range of instruments. The "Soul Jam," as the spot is called, is so irresistible, it also brings other musicians rushing into the park to join the ensemble. The 60-second ad will make its debut in movie theaters this week. A nearly two-minute version is online, as well as a behind-the-scenes video that takes viewers inside the recording studio with Rateliff and music producer Bunt. It took more than 3000 hours of CGI to bring the hamsters to life, and more than 30 different musical instruments were used to record the soundtrack.