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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.

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Roll Over Beethoven, the Kia Hamsters Are Back

...and they're "Bringing Down the House."

by on Aug.31, 2012

Kia's hamsters make their return in classic form in the latest Soul ad campaign.

Roll over Beethoven, make room Mozart.  The Kia hamsters are back and they’re turning a serious, 17th Century ballet into a wild, 21st Century electronic dance party in their newest ad campaign for the popular Kia Soul.

Few official spokes…er…rodents have clicked with the car buying community as effectively as what the Korean carmaker likes to call its “hamstars.”  And their previous commercials have generated tens of millions of views on Youtube.com and elsewhere as they have gone viral like few other automotive ads.

The latest spot will make its debut today on 18,000 movie screens across the U.S. and then appear on the MTV Video Music Awards on September 6th. (You can view the spot on Youtube now by Clicking Here.)

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In typically irreverent fashion, the newest campaign has been titled “Bringing Down the House,” and is set in an 18th Century European opera house.  Set to the Axwell remix, “In My Mind,” it shakes up the staid surroundings by turning them into a very 21st Century electronic dance party.

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Kia’s Hamsters Are Back

And this time they’re dancing to the Soul beat.

by on Aug.26, 2011

Kia's Hamstars are back -- and this time amateur video makers can get into the act.

Kia’s hip-hop hamsters are back and showing again that they’ve got soul.  Make that Soul, with the Korean maker ready to roll out an updated version of its boxy crossover.

The original, 2010 campaign for the Kia Soul introduced the animated stars and created perhaps more of a sensation for the commercial than for the car itself, though the crossover has proven itself a solid seller and a real halo product for the fast-growing brand.

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First shown driving amidst a wasteland of me-too automobiles, the “Hamstars,” as Kia calls them, returned to rap in a second campaign last year.  Now, they’re back and dancing to the sounds of “Party Rock,” the hit by electro-pop band LMFAO in a 60-second spot that somehow combines a music video with a setting that might have come from the popular videogame Halo.

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