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Irvine-based Kia's Soul ad campaign nets Silver Effie Award

The honor comes on the heels of the launch of 'This or That' commercial for the urban passenger vehicle.

By Kristen SchottPublished: June 14, 2010 07:30 AM

Irvine-based Kia Motors America recently garnered
the 2010 Silver Effie Award,
which showcases the auto manufacturer's innovative ad campaign for its 2010 Soul. The honor, which is bestowed by the American Marketing Association's New York Chapter, recognizes effective advertising platforms in the U.S.

The “A New Way to Roll” TV commercial, which debuted last year and features three hip hamsters in a red Soul model, netted the honor in the David vs. Goliath category, recognizing new or emerging brands that present innovative campaigns.

The ad, which was created by Los Angeles-based David&Goliath, is no stranger to awards: The campaign also garnered the Nielsen Automotive Ad of the Year accolade in 2009.

"The hamsters' immediate popularity helped position the Soul as Kia's halo vehicle and showcased the brand's emerging signature-design direction, which, along with quality, safety and value, has propelled Kia to tier-one status," said Michael Sprague, vice president of marketing for Kia Motors America.

The award comes on the heels of Kia's debut of its newest campaign for the five-door urban passenger vehicle: the "This or That" TV ad and hamster-branded line of clothing, Hamstar. The commercial, which was also created by David&Goliath, is touted as a "rebirth" of the original and is a response to the popularity of the first, according to the company.

The 2010 Soul comes in four trims and four special editions, including the Ghost, Ignition, Denim and Shadow Dragon, and offers a number of personalization options. Pricing begins under $14,000.

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