SOURCE: David & Goliath

David & Goliath

October 06, 2011 09:11 ET

Kia Motors' Hamsters Take "Rookie of the Year" Honors at Annual Advertising 'Walk of Fame'

David&Goliath's Iconic Creations Shuffle Down Madison Avenue

LOS ANGELES, CA--(Marketwire - Oct 6, 2011) - LA-based creative agency David&Goliath today announced that the Kia Hamsters were tops in the new category "Rookie of the Year" at the Madison Avenue Advertising "Walk of Fame," a quick rise for the newcomers who made their debut in a TV campaign two years ago.

"This is a tremendous honor for Kia Motors," said David Angelo, Founder and Chief Creative Officer, David&Goliath. "What started as a brave idea has become a part of popular culture with a fun, distinct image that resonates with people. This honor is evidence that the hamsters have won some hearts, if not minds."

Kia first introduced the hamsters shown riding in a Kia Soul in the TV campaign, "A New Way to Roll." Building off the hamsters' popularity, David&Goliath created a second commercial in the style of a music video set to the classic hip-hop track, "The Choice Is Yours" by Black Sheep. The TV spots connected with Gen-Y consumers who wanted to feel unique within their peer group and identified with the Kia brand. To date, the campaigns have received numerous accolades including Nielsen's "Automotive Ad of the Year" two years in a row and Silver and Gold Effie awards.

In the most current spot, "Share Some Soul," the hamsters cruise in a Kia Soul and blast "Party Rock Anthem" by LMFAO, and perform the latest dance trend known as "shuffling." To date, the commercial has garnered more than 5,600,000 views on YouTube, proving that the Kia Hamsters have an audience. Extending the reach of the campaign, Kia has invited dancers from around the globe to join the party and participate in a LMFAO-inspired dance video submission contest called the "Soul Shuffle Slam" hosted on the Kia Soul YouTube and Facebook channels.

About David&Goliath
Founded in 1999, David&Goliath is a full-service independent creative agency with offices in Los Angeles, London and Frankfurt. Dedicated to thinking creatively about any and all ways to build its clients' business, David&Goliath arms itself with the knowledge, resources and firepower needed to build and protect brands in this ever-changing media landscape. Current clients include Kia Motors, CKE (Carl's Jr. and Hardee's), California Lottery, Universal Studios and MGM Resorts (Monte Carlo and New York-New York), to name a few. The agency's mission is to be the antithesis of the traditional advertising agency -- no strings, no conflicts, no limitations.

David&Goliath was recently named 2011 Small Agency of the Year (76-150 Employees) at Ad Age's Small Agency Awards.

Brave in the face of "goliath" marketing challenges, David&Goliath is about overcoming something big. For more information, visit www.dng.com.

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