Hamsters hit the gym to the Sounds of Lady Gaga’s new single “Applause” for a makeover that mirrors the new-found refinement of Kia’s second-generation urban passenger vehicle
Since bursting on the scene in 2009, Kia Motors America’s portly, brightly clothed hamsters have had their paws on the pulse of pop culture and become some of the most-watched advertising icons of all time. Nearly five years later, the hamsters have slimmed down and slicked their hair back to introduce the world to the latest version of Kia’s most iconic people mover – the all-new 2014 Soul – in the “Totally Transformed” campaign set to the new single, “Applause,” from multi-platinum and Grammy Award-winning artist Lady Gaga.
The original Soul was the funky car that began Kia’s design-led transformation, and the second generation of the popular urban passenger vehicle is more refined and functional than ever with more room, more available premium features and materials, improved driving dynamics and an instantly recognizable yet thoroughly fresh appearance.
Created by David&Goliath, Kia’s advertising agency of record, “Totally Transformed” can be viewed at YouTube.com/Kia before its broadcast debut during the MTV Video Music Awards on Sunday, August 25.
Kia’s newly polished icons will also hit the big screen when the multi-platform campaign expands to more than 33,000 movie screens nationwide in USA on August 30.
Lady Gaga’s Tweet Shout Out for the New Soul Commercial
— Lady Gaga (@ladygaga) August 23, 2013
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