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Kia’s Hamsters Strut the Red Carpet – with Help from Lady Gaga

Animated icons back for launch of 2014 Kia Soul.

by on Aug.23, 2013

They're back, this time in fighting shape.

Those hip-hopping hamsters are back for the launch of the 2014 Kia Soul – but this time, the portly, animated icons have buffed up with some help from Lady Gaga.

First seen in 2009 when they helped launch the original Soul, Kia has kept the “hamstars” in short supply, bringing them back to life only occasionally  and generating plenty of buzz each time. The Korean carmaker hopes to pull that off again with the latest spot, dubbed “Totally Transformed,” which will make it debut during the MTV Video Music Awards aired this coming Sunday.

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The 60-second spot will then appear on more than 33,000 U.S. movie screens starting on August 30th.

The animated Kia celebrities have been as portly as, well, hamsters in their previous appearances. This time, however, they shed their baggy, hip-hop outfits and extra bulk, working out to to the sounds of Grammy Award winner Lady Gaga’s new single, “Applause.”  Fit and trim, they take a stroll down the red carpet but continue to show off their “excellent taste in music and slick dance moves,” says Michael Sprague, Kia’s U.S. marketing chief.


Return of the Kia Hamsters

They still have Soul -- and will prove it in a new ad campaign.

by on Apr.01, 2010

Those hip-hop hamsters will make a return in a new ad campaign planned for Kia this spring.

Those hip-hop Kia hamsters are coming back, has learned, and should be strutting their stuff, so to speak, in a new ad campaign for the Korean maker’s edgy Soul crossover sometime this spring.

The original ad campaign, which helped launch the 2010 Kia Soul, proved to be one of the most popular automotive commercials in recent years and, on Wednesday, was named the year’s best automotive ad by the marketing research firm, Nielsen Automotive.

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In the first go-around, a quartet of music-loving rodents could  only smile as they cruised through a sea of suburban sameness the rest of their breed running nowhere fast on treadmills.  Subtle details helped improve the ad’s effectiveness – three otherwise identical versions not only used different music but even displayed the song titles on the car’s audio system.