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IRVINE, Calif. — The hamsters worked so well once already that Kia Motors America decided on Wednesday to bring the ad characters back for another campaign to promote the Soul.

The latest ad strategy to include the hamsters is based on an award-winning advertising campaign created by David&Goliath. The newest campaign, titled "This or That," builds on a music video theme set to the classic hip-hop song "The Choice is Yours" by the Black Sheep. The ad is being launched on several cable TV networks, including Comedy Central, Fuse, MTV, MTV2 and Spike. Kia said the spots will run through July.

Furthermore, the automaker indicated the hamster campaign will appear in movie theaters across the country beginning Friday, along with an extensive presence online. The Web sites incorporated into the campaign are Pandora, Facebook, Social Vibe's PetVille, YouTube and Kia.com.

"Given the success and popularity of the hamsters in the initial Soul launch with a spot that won Nielsen's Automotive Ad of the Year, it made sense to bring them back for a new campaign," explained Michael Sprague, vice president of marketing for Kia.

"We know the Soul target audience is digitally savvy and that they viewed the first commercial multiple times online, so the newest experience is rich with details in the hamster world and integrated Soul content for them to discover during repeat viewings," Sprague continued.

Along with winning an advertising award, Kia also noted that the Soul received honors as a Best Family Cars for 2010 by Edmunds.com and Parents magazine, as well as Best Hatchback of 2010 by Cars.com and Top 10 Coolest New Cars Under $18,000 from Kelley Blue Book.

"Soul stands out from the crowd with modern, unique styling aimed toward the young and young-at-heart and offers a unique combination of style, value and personalization options," Kia executives insisted.