Kia's hamsters undergo a head-turning transformation in David & Goliath's new spot, set to debut during the MTV VMAs this weekend. The brand's furry mascots turn up the adrenaline -- pumping iron, doing leg lifts and sprinting on a treadmill in an '80s-inspired montage set to Lady Gaga's new track "Applause." Ultimately, all the hard work pays off when they emerge from a limo at a red carpet event, looking super-svelte in tuxes -- or basically, like rodent heads on male model bodies.
The spot was directed by David&Goliath ECD Colin Jeffery out of @radical.media, who previously shot a pair of Kia spots, but not of this magnitude. Having worked on the hamsters for the past seven years, he's become very familiar with the complex effects that go into their creation, so the client was comfortable with him behind the camera. "We've had fun evolving the Hamsters' looks, personalities and taste in music," he said. "Over the years, we've developed a specific VFX process to make the Hamsters as detailed and life-like as possible. Given my familiarity with this process and the fact that I've recently directed some other work, it wasn't a huge stretch to get behind the camera and take on directing our latest commercial."
The commercial introduces Kia's revamped 2014 Soul and will debut on broadcast during the MTV VMAs this Sunday, following Lady Gaga's scheduled performance of her new song.