Dancing Kia hamsters are back at 18th century opera house — see video here

(August 31, 2012) IRVINE, Calif. — Kia Motors' music-loving hamsters, the stars of some of the most watched viral videos in the world over the last three years, return this weekend in a new campaign for the wildly popular Soul urban passenger vehicle that brings the 21st century's electronic dance music craze to a stuffy 18th century opera house. 

Set to "In My Mind" (Axwell remix), the hamsters takeover an ornate theater with a display of modern music, high-energy dance moves, a laser light show and an epic stage dive that has the wig-wearing patrons on their feet and roaring with approval.

"Bringing Down the House" will begin appearing on more than 18,000 movie screens nationwide in National CineMedia's FirstLook pre-show program today, followed by the television debut during the MTV Video Music Awards on September 6 as well as presence on all Kia social and digital platforms including Facebook, YouTube and Kia.com.

From the beginning, the hip hamsters have had their paws on the pulse of pop culture and emerging music trends and the new ad continues to present the funky Soul as "A New Way to Roll." 

With a wide variety of soundtracks ranging from the classic hip-hop track "The Choice Is Yours" by Black Sheep to LMFAO's smash hit "Party Rock Anthem," previous Soul campaigns have significantly raised consumer awareness and perception and helped Kia become the fastest-growing car company in the U.S. over the last five years. 

With more than 20 million views, 2011's "Share Some Soul" is the third most-watched automotive ad in YouTube history, and last year the hamsters were recognized as the Madison Avenue Advertising Walk of Fame's first-ever "Rookie of the Year" after being named the "Automotive Ad of the Year" for two straight years by Nielsen Automotive.

"From hamster wheels on city streets to a post-apocalyptic video game world, the hamsters have earned international acclaim and notoriety for the Soul and elevated the Kia brand by appealing to the young and the young-at-heart, and with 'Bringing Down the House' they are back with their infectious energy, enthusiasm and music," said Michael Sprague, executive vice president, marketing & communications, Kia Motors America. 

"The Soul is designed for a new, youthful audience that wants to stand out from the crowd and that carries through to our marketing efforts, which emphasize creativity, optimism and fun."

Created by David&Goliath, Kia's advertising agency of record, the new 60-second spot fuses old and new worlds by placing a spotlight on the emergence of electronic dance music, which has quickly found its way into the mainstream with some of today's biggest musical acts incorporating classical sounds and instrumentation into their arrangements.

"Since the launch of the Soul in 2009, music has been a driving force in moving the Kia brand into the mainstream and connecting with consumers in a more relevant and conversational way," said David Angelo, founder and chief creative officer, David&Goliath. 

"Our theme line, 'A new way to roll,' enables us to always bring a fresh musical perspective to each Soul execution while staying current with the latest pop culture trends.  In 'Bringing Down the House,' we take the conventional approach of remix and turn it on its head by blending the worlds of electronic dance music and opera in a way that is both musically and visually unexpected."