MOTÖRHEAD's classic 1980 song "Ace Of Spades" is featured in a commercial for Kia's new Soul Turbo vehicle. According to MarketingDIVE, the ninety-second spot, which was created by advertising agency David&Goliath, introduces the "turbo hamster" — a super-fast baby version of the popular brand mascot — which escapes the maternity ward at a hospital while nurses frantically scramble to catch it to the tune of "Ace Of Spades". The chase ends with the turbo hamster landing in a Soul Turbo filled with Kia's more familiar, grown-up hamsters.
David&Goliath founder and chairman David Angelo told Adweek that the song choice was both a tribute to MOTÖRHEAD's iconic frontman Lemmy Kilmister, who died in December 2015, and the perfect song to fit the high-speed action of the ad.
"Kia has always had its finger on the pulse of pop culture. And at the center of that is music," he said. "The idea always comes first, but then the job that follows is to take it to the next level with the right piece of music. And having an agency full of music-crazed millennials, many of whom are huge MOTÖRHEAD fans, doesn't hurt either."
The Soul Turbo commercial featuring "Ace Of Spades" made its debut online and in theaters in late June, appearing on twenty-five thousand screens nationwide in National CineMedia and Screenvision movie networks. The campaign is running throughout the summer, supported by social media, and also includes ninety-, sixty-, thirty- and fifteen-second extensions that are running both in theaters and online.
MOTÖRHEAD's most famous song, "Ace Of Spades" was the title track of the band's 1980 album. It went to No. 15 on the U.K. singles chart and became the band's biggest-ever hit, a staple in the rock world.