2014 Kia Soul Campaign Features Slimmed-Down Hamsters, Lady Gaga | Edmunds.com
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2014 Kia Soul Campaign Features Slimmed-Down Hamsters, Lady Gaga


Just the Facts:
  • The Kia hamsters, with the help of the sounds of Lady Gaga, are back at it again in a new campaign for the 2014 Kia Soul.
  • The Soul's "Totally Transformed" campaign features Lady Gaga's new single "Applause."
  • The hamsters have shed some pounds and ditched the baggy clothes.

IRVINE, California — The Kia hamsters, with the help of the sounds of Lady Gaga, are back at it again in a new campaign for the 2014 Kia Soul.

The redesigned Soul debuted at the 2013 New York Auto Show.

"The hamsters have followed suit by getting fit and developing a new fashion sense that reflects the sophistication of the newly refined Soul," said Michael Sprague, Kia Motors America executive vice president of marketing and communications, in a statement on Friday.

The hamsters have shed some pounds and ditched the baggy clothes. The commercial shows them running on treadmills, doing Pilates and swimming in a major effort to redo their image. When they emerge out of a 2014 Kia Soul and onto the red carpet wearing tight-fitting black suits and slicked-back hair, the crowd goes wild.

The redesigned Soul's "Totally Transformed" campaign features Lady Gaga's new single "Applause."

The new commercial will make its broadcast debut during the MTV Video Music Awards on Sunday.

Edmunds says: The Kia hamsters now look like a postmodern version of the Blues Brothers.

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