Creativity

Kia's Hamsters Become Biggest Losers in New Ad to Debut During MTV VMA's

David & Goliath bows '80s-style montage set to Lady Gaga's "Applause"

Published on Aug 23, 2013

Editor's Pick

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.

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About

Credits

Date
Aug 23, 2013
Agency:
David&Goliath Los Angeles
Chief Creative Officer:
David Angelo
Client:
Kia
Executive Creative Director:
Colin Jeffery
CD/Copywriter:
Gary DuToit
CD/Art Director:
Eron Broughton
ACD/Copywriter:
Greg Buri
ACD/Art Director:
Basil Cowieson
ACD/Art Director:
Kriss Grove
Executive Producer/Managing Director:
Carol Lombard
Executive Producer:
Paul Albanese
Associate Strategic Planning Director:
Steven Garcia
Senior Planner:
Armando Potter
Production Company:
@radical.media
Executive Producer:
Frank Scherma
Director of Photography:
Toby Irwin
Producer:
Kathy Rhodes
Production Designer:
Brock Houghton
Wardrobe Stylist:
Christina Blackaller
Special Effects:
Legacy Effects
Postproduction:
MPC
VFX Supervisor/3D Lead Artist:
Andy Boyd
Compositing Supervisor:
Jake Montgomery
Animation Lead:
Stew Burris
Animator/Rigger:
Ian Wilson
Animator:
Jean-Dominique Fievet
Record Label:
Interscope
Artist:
Lady Gaga
Sound Design:
Hammers Project
Sound Designer:
Johannes Hammers
Music Editing:
Massive Music
Audio Mix:
Margarita Mix
Mixer:
Nathan Dubin (at Margarit Mix)

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