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.
Things look set to go on following the trail laid down by the original source material, where the guitar and banjo player feel each other out and ultimately join in a musical explosion, but that first hamster is quickly followed by another hamster—with an electric guitar.
This sparks a different kind of duel, one in which hamsters and humans alike dash over with a variety of instruments—including a sitar, African and Korean drums, and a bagpipe—to join the band.
In previous ads dating as far back as 2009, Kia's Soulful hamsters have rapped, time traveled and even gotten very, very lucky. But the agency calls this Kia's most ambitious hamster production to date.
"Music really is the one true universal language. It's something that everybody can understand, something that everybody can feel," says director Colin Jeffery. "The idea here is to bring different musicians, instruments and cultures together to create something unique. We're uniting people through music, and obviously looking to have a little fun." The ad is slated to appear in National CineMedia's First Look pre-show program, which counts over 34,000 screens nationwide. It will naturally also be supported by social media, digital and out-of-home elements.
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