Hamsters in Kia Soul commercials inspire 'Hamstar' clothing line

By Elena Malykhina on Thu Sep 2 2010


You've seen them on TV, and now you can roll in style like the hamsters in the Kia Soul ads. The carmaker and D&G (that's David&Goliath, Kia's ad agency, not Dolce & Gabbana) have rolled out a line of streetwear clothing inspired by the furry rappers. Called Hamstar (yes, ham + star), the line includes T-shirts, hats and hoodies. The clothing doesn't feature the actual Kia characters; instead, it sports a simple design and the word "Hamstar," just like a hoodie worn by one of the hamsters in the car ad. At the moment, the selection, offered online at HamstarClothing.com, is a bit limited. I'm sure it won't be long, though, before all the cool kids are wearing it. Well, I don't know that. But it is a clever way for Kia to cash in on its highly successful ads.

Sawed-in-half assistant is doing her part to promote magic show

By T.L. Stanley on Thu Aug 12 2010


Hey, that handsome magic guy Lance Burton is playing the Monte Carlo in Vegas right now. How do I know? It says so right there on a trunk sitting on the airport baggage carousel—the trunk with half of his assistant sticking out the bottom! A lot of people are doing double takes at this stunt, a clever little piece of out-of-home media that riffs on the old illusionist-sawing-his-helper-in-half trick. (That bit never seems to work out well, does it?) Created by David&Goliath for client MGM Resorts International, the half-trunk and disembodied gams are getting lots of tourist snapshots and videos. Look, no blood! Airports are graffiti-d like mad with marketer messages these days, but this one has a distinct advantage. It's arresting and witty. And her legs aren't bad, either.

Is Kia really admitting that its cars run like hamsters on wheels?

Posted on Thu Apr 9 2009

Someone on Kia's marketing team clearly has a self-deprecating sense of humor. The latest Kia Soul spot shows hamsters running on wheels, which seems like the Korean car maker is poking some fun at its reputation for being slow. I have the unfortunate pleasure of actually owning a Kia, purchased from my mother-in-law. (I'm not proud.) When I told our Brandweek's former auto reporter about my purchase, he said with mock concern, "You're not going to take that thing on the highway are you?" Indeed, it has very little pick-up, and a hairy merge could mean the end of me if I don't time it right. So, indeed, Kia's automobiles function like they are run by hamster wheels. Is this the analogy  you want to make in your advertising? The other key selling point is it comes with 50-plus accessories, including MP3 capability. Someone should let Kia know that you can do that with just about every car now. The difference is, the other cars' stereos aren't run by small rodents.

—Posted by Kenneth Hein

Mammoth Mountain invites you to enjoy vast white nothingness

Posted on Wed Feb 18 2009

Mammothcabin copy

According to David&Goliath's extremely minimal print ads, Mammoth Mountain in California gets 400 inches of annual snowfall over its 3,000 feet of vertical rise covering 3,500 acres of terrain. (You can barely make out the ski lodge, the grooming machine and the skier in these three ads.) Basically, if you visit the ski resort this winter, it's highly likely you'll be trapped under tons of densely packed powder and search crews won't be able to find you. With my luck, one of the snowboard-riding mannequins from the outdoor portion of the campaign would crash through an emergency vehicle's windshield and dash any slim hope of my rescue. Sure, I'm exaggerating. But you've got to admit, a person could go snow-blind just trying to read the tiny type on these ads.

—Posted by David Gianatasio



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