Kia Powers Up 2017 Soul Turbo with The Arrival

Kia is introducing the upgraded Soul Turbo variant through a push led by its The Arrival ad featuring in-cinema, digital, and online elements.

Now available with a 201-horsepower engine, Kia has upped the ante on its Soul crossover. The latest installment of the campaign supporting the 2017 launch is a spot titled The Arrival. The creative opens with a young nurse making her maternity ward rounds when she detects an empty bassinet.

Bursting into the hallway, she is joined by other staff members in a futile attempt to catch the newborn hamster and minimise the chaos he leaves in his wake. From the rooftop, the youngster leaps off and uses a make-shift parachute to safely land on the street below where a Turbo Soul is waiting.

Created by David&Goliath, the advert will debut online and on over 25,000 theatre screens in the United States during the weekend via the National CineMedia and Screenvision movie networks. The brand’s new push entails 90, 60, 30, and 15-second versions for both the general and Hispanic markets.

The effort will feature in-cinema, digital, and online executions. An extended cut of the spot is now available here. A pop-culture phenomenon since bursting onto the scene in 2009, the Kia hamsters have stood out from the crowd as well as brought people together through music, dance, and positivism.

“The Soul has never had any trouble standing out from the crowd, and with Motörhead’s Ace of Spades as the soundtrack, The Arrival delivers hard-charging swagger and a healthy dose of mischief and chaos,” said Saad Chehab, Vice President, Marketing Communications at Kia Motors America.