Watch: Mark Romanek Directs Dancing Hamsters In Futuristic War Zone In Weird Ad For Kia

by Kevin Jagernauth
August 29, 2011 10:34 AM
8 Comments

While some folks are surprised that "One Hour Photo" and "Never Let Me Go" helmer Mark Romanek has directed a commercial for Kia, he's been taking on that kind of work for years. But yes, we'll grant you that none of them has been as strange as this.

Premiering last night on the VMAs, this new spot for the Kia Soul is a bit odd. Starting as what looks like an add for Halo, suddenly a trio of hip-hopping hamsters roll up in their green car, and turn the futuristic war zone into a dance party powered by the fucking terrible LMFAO song "Party Rock Anthem." So what does this say about Kia? It's good for hamsters? LMFAO will sound great on its stereo system? The car can survive a post-apocalyptic war zone? Who knows. And while it may be odd, there is no denying it will get you talking and asking your friends if they've seen it. We would just to have loved to be a fly on the wall on that pitch meeting though. Check it out below. [via AICN]

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8 Comments

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savannah | August 31, 2011 11:34 AMReply

love the shaking of the butt funny
Kim | August 30, 2011 6:03 AMReply

Mark Romanek directed one of the few movies I sat and sobbed during, "Never Let Me Go." Both the book and the movie should be required reading/watching for any future healthcare workers (particularly nurse's aides and nurses.) . This commercial made me laugh like a dork. So basically Romanek kinda' rocks.
Jr Cigar | August 30, 2011 2:30 AMReply

Why is this "story" gaining traction? I've seen it posted here and on aint it cool? There are plenty of directors going outside of their genre not only in their feature work, but in their commercial work as well.

Honestly, who cares? The only reason I can think of for this story existing in the first place is Romanek's publicist (assuming he has one) is trying to raise his online profile and "street cred" and has approached various film sites, blogs etc about featuring this useless story.
cheese | August 30, 2011 1:54 AMReply

I hope it's a satire on the inane and mindless types of things the average preteen VMA viewer eats up (videogames, dancing hamsters, LMFAO, etc.).

Or maybe a cigar is just a cigar.
Chris | August 29, 2011 12:00 PMReply

It should be pointed out that Kia's dancing hamsters have previously appeared in other commercials, so it's not like Romanek and Co. just threw this random weird element into their ad. This seems to just be an extension of that previous ad campaign.
Marko | August 29, 2011 11:59 AMReply

I guess this is the type of work you resort to when your tv pilot doesn't get picked up
Christopher Bell | August 29, 2011 11:17 AMReply

All right all right... I laughed.
carrie | August 29, 2011 10:48 AMReply

Romanek is ready for THE TRANSFORMER reboot or TERMINATOR or ALVIN ...