When you saw Kia’s new commercial, “A New Way to Roll,” a few questions probably popped into your head: How did they train these hamsters? How long did they make them run on those wheels? Do hamsters even like soul music?
Well, have no fear: The hamsters in this commercial are computer-generated—no vigorous training or particular taste in music necessary! That means that when this commercial comes on and the Soul car rolls in, you can rock out with the hamsters to the funky beat guilt-free. We love this ad so much that we’ve decided to give Kia Motors America—and its creative ad agency David&Goliath—PETA’s GOODY Award. By creating an ad that takes advantage of animated animals instead of dragging real ones into the process, Kia and David&Goliath have set a progressive example for other companies to follow.
Please comment below if you’ve recently seen an ad that depicts animals in a positive or negative way. We’ll consider it for our GOODY Award or BADDY Award (for ads that stink) faster than you can say, “CGI rules!”
Written by Liz Graffeo