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Already a recipient of numerous accolades including a "2010 Automotive Excellence Award" from Popular Mechanics and being recognized as the "Best Hatchback of 2010" by Cars.com, the new 2010 Kia Soul was honored yet again at the Nielsen Automotive Advertising Awards event in conjunction with the New York International Auto Show when the TV commercial for the uniquely styled urban passenger vehicle was named "Automotive Ad Of The Year."

Created by David&Goliath, the Soul spot depicts city and suburban streets inhabited exclusively by hamsters who are mindlessly running in place inside their exercise wheels until a molten red Kia Soul pulls up to a stoplight and the passenger window rolls down to reveal a trio of paw-tapping, music-loving hamsters who have discovered "A New Way To Roll."

Portraying Soul as a lounge on wheels with its highly specified audio system that includes speaker lights that pulse to the beat of the music, the hamsters bob their heads to four different music tracks that appear in slightly different versions of the spot to keep each viewing fresh. Viewers with a sharp eye can identify song and artist information on the hamsters' iPod screen, and the campaign extended online with each track available for download at www.kiasoul.com.

"The Soul was designed to stand out in a sea of sameness and that same philosophy guided the creative development of the hamster campaign and to position Soul as Kia's affordable halo vehicle," said Michael Sprague, VP, marketing, Kia Motors America.

[Source: Kia]

Continue reading for the second version of the Soul Hamster Ad.