Kia Motors' rapping and dancing hamsters earned the company one of the most prestigious advertising awards yesterday when the "This or That" campaign for the brand's funky Soul urban passenger vehicle received the Gold Effie award in the "David v. Goliath" category at the 2011 North American Effie Awards ceremony in New York. The annual Effie Awards (short for effective) presented by Effie Worldwide, Inc., highlights the most effective marketing communications efforts in the U.S. each year, and the "David v. Goliath" category recognizes smaller, new or emerging brands that challenge category leaders. The Kia Soul marketing initiative earned the Gold Effie after taking home a Silver Effie in 2010. Available content includes stills and documents.