Mark Romanek is no stranger to making you dance in your seat when you’re watching MTV — or any other channel, for that matter. The director behind those infectious iPod commercials, including the colorful, rocking U2 “Vertigo” spot, had millions of VMA viewers (12.4 million, to be exact) grooving along with the now-famous trio of hip-hop-happy hamsters (and a group of equally skilled robots who couldn’t resist a catchy beat) in the latest Kia Soul ad which aired during the awards show last night.

Romanek’s other credits including film (Never Let Me Go, One Hour Photo) and, perhaps most notably, music videos (he’s behind such legendary videos as Michael Jackson’s “Scream”, Madonna’s “Bedtime Story”, Fiona Apple’s “Criminal”, Nine Inch Nails’ “Closer” and Johnny Cash’s “Hurt”), and he tells EW he infused some of his prior work into this latest commercial. In addition suggesting that the look of the commercial be in a “very video game[-like] world,” Romanek, rather than relying solely on CGI, used real dancers to make the moves for the characters.

With the help of choreographers Rich & Tone, a group of “great dancers from the East and West coast” and computer animation, Romanek had the resources to bring the latest chapter of those jamming hamsters to the small screen. “The key was making the dance great,” said Romanek. READ FULL STORY »