First published on http://www.chicagotribune.com/
For Seoul-based Kia, the nation’s second-largest carmaker after top shareholder Hyundai Motor, the Soul was its fourth-most popular vehicle overseas last year, according to company data. In South Korea, the main demographic for the Soul are “extroverted women in their 30s,” according to Marketing Insight.
The second-generation Soul was introduced last year at the New York Auto Show. The original model was first unveiled in 2008 and became a hit in the U.S., helped by U.S.-based David & Goliath’s commercials featuring dancing hamsters.
Past advertisements in the series, which have won awards including the industry’s Effie awards and Nielsen’s “Automotive Ad of the Year,” included the hamsters dancing to LMFAO’s Party Rock Anthem and working out to the tune of Lady Gaga’s “Applause.”