There are so many commercials that I hate, when one comes along that I actually like, it’s important that I highlight it.  Today’s is an unlikely candidate in many ways.  In general I hate commercials that animate animals.  I also did not like the previous commercial for this very product which animated these very animals.  In fact, I don’t even like the product.

So what was it about this commercial that made it the exception?

YouTube Preview Image

Choosing a Black Sheep song immediately lends legitimacy if you’re a hip-hop aficionado.  This is not some poppy song, they’re invoking a vintage hip-hop classic.  It’s a brave choice, but it only pays off if they truly bring it.

Which brings me to the hamsters.  They resist taking the cute road.  No, that would be too easy.  These are no talking dogs with tongues that unravel and eyes that get wide as saucers.  No, these are obese hamsters with phat moves, a much more interesting and challenging choice.  And somehow they just nail it.

I’m not sure how the commercial was created, but it looks like people in hamster suits doing the dance moves, with the faces animated in post production.  The details are just too exquisite to imagine recording through motion capture.  In any case, the dancers and the director made about a thousand great choices, and it shows.

Examples of nailing it:

  • 0:11:  Hamster in green gives a casual point with attitude.
  • 0:17:  I swear I’ve seen the human version of this street drummer, eyes closed to the beat, and if you pay close attention, he’s actually playing the drums accurately, the snare matches up.
  • 0:21:  Hamster in red kicks back to the beat. Lazy animators would have had him just walk up to the car.  Extra touches like this kick it up a notch.
  • 0:23:  Our lead hamster easily could have just pointed to the car, but instead he actually does a dance move to point. He’s incorporating a wave with a little popping and locking, no joke.
  • 0:24:  OK, this hamster has better moves than I ever will.  Look how sad the hamster in the passenger slot of that toaster is. Ears flat against his head indicate they’re getting clowned, yo.
  • 0:33:  Requisite urban barber shop reference.
  • 0:34:  These are definitely people in hamster suits.  Busting a move on cardboard with a boombox is a nice touch, and look at how the fabric and everything moves when he lands.  Note both of them have watches, these hamsters are flossing.  The level of detail in this spot is delicious.
  • 0:35:  This scene obviously takes place in the hamster projects, and note that the dunking hamster is shirtless, an authentic choice.  Although I’m not sure what to make of the completely naked spectators.
  • 0:39:  I cannot explain why, but I swear this hamster is being played by Mekhi Phifer.
  • 0:40:  Leaning back, our lead hamster tosses your attention to the cardboard boxcar with an overhand point worthy of non-animal rapper Snoop Dogg.
  • 0:47:  Lead hamster’s moves are great, but I like Mekhi Phifer in the background just bobbing his head to the beat behind basketball “Hamstar.”
  • 0:49:  Front girl hamster’s arm pumps are hot.  Never typed that sentence before.
  • 0:52:  Head fake.
  • 0:53:  Still clownin’, y’all should park your toaster somewhere else.
  • 0:54:  Sinking into the passenger seat, our lead hamster shows how street he is.

Am I taking this analysis too far?  Maybe.  But this commercial could’ve been done in half the time, with half the effort, and many ad agencies would’ve called that good enough.  So I like to give props where props are due.  Thanks for giving us rich content, Kia and David and Goliath, their ad agency.  And while I don’t believe the Kia Soul actually has any soul, those East Coast Rap Hamstars certainly do.  Anybody else really want a Hamstar hat?