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.
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.