The video at the center of the new campaign -- called "Share Some Soul" -- dumps the Black Sheep's catchy "The Choice is Yours" tune that's kept previous Soul ads humming, opting instead for the slick, pre-packaged sound of "Party Rock Anthem" by LMFAO. (Which is acceptable for a band name, but not so much for license plates.) The latter lacks the old-school street cred of the former, but don't worry: as earworms go, it's just as catchy and insidious.
Ordinarily, we'd describe the video to you, but we doubt we could improve upon the press release: "'Share Some Soul' is set in a dark, futuristic videogame world in which the hamsters turn a fierce battle between alien robots and humanoids into an interstellar dance party." Who knew Kia would go in for conceptual art? And then, in one of the most brilliantly empty paragraphs we've ever read, comes this:
“LMFAO is striking both visually and sonically,” said Jennifer Frommer, senior vice president, brand partnerships, Interscope. “The same can be said about Kia and their Soul hamster campaigns. Together with the entire Kia Motors team we devised an integrated program tapping into the band’s cultural phenomenon with their song of the summer “Party Rock Anthem.”
Kia is sonically striking? Well, okay.
"Share Some Soul" is meant to hype the 2012 Kia Soul's performance enhancements, like its 164 horsepower, Idle Stop and Go technology, and its fuel economy of 35 mpg highway. We have a hard time seeing that, what with all the interstellar alien rodent dance battle party mishegas standing in the way, but have a look and let us know if it comes through for you: