March Grand Prix is a new full-color graphic novel for young readers, published by Capstone. It comes to us from the mind of Kean Soo, creator of the award-winning comic book series Jellaby. “March Hare wants to be the fastest and furriest race-car driver around. But first, this rabbit racer must prove his skills at the speedway, on the streets, and in the desert. With pedal-to-the-metal illustrations and full-throttle action, March Grand Prix is sure to be a winner!” It’s set for publication this July in hardcover (and then a month later in trade paperback), but Capstone is releasing a special preview edition as part of this year’s Free Comic Book Day (on May 2nd).
The ad, set to Lady Gaga's "Applause", features the three hamsters jogging, swimming, and working out on various pieces of gym equipment. At the end, emphasising the message that the Soul has been "totally transformed" with a "sleeker, sexier and more sophisticated" look, the hamsters are seen radically slimmed down, wowing the public at a red-carpet event.
The campaign was produced by Kia's long-time ad agency David & Goliath, and directed by its Executive Creative Director, Colin Jeffery. The MTV Video Music Awards (Sunday, August 25) will feature the commercial; it hits 18,000 movie screens across the U.S. on August 30.