Kia's hamsters are back, and this time there's a turbo-charged new addition, promoting the automaker's new turbo Soul with a 201-horsepower engine.
In a frenetic ad set to Motorhead's "Ace of Spades," baby Turbo is born in a hospital but immediately escapes his cot, wreaking havoc around the building wearing a diaper as doctors, nurses and patients look on in amazement. He zooms through MRI scanners, scoots on an IV drip and sends medical equipment flying before finally jumping off the roof of the hospital, using a make-shift parachute and landing in the sunroof of a turbo Soul to join the hamster posse.
Agency David & Goliath and director Matthijs Van Heijningen of MJZ succeed in giving the action a cinematic feel, working with Jamm VFX to develop the character of the baby hamster and animate it within the real-world hospital environment. The film was shot with anamorphic lenses and was designed specifically to run in movie theaters. It debuts both online and in movie theaters on Friday, June 30.