Kia's Hamsters Hit the Gym With Lady Gaga

By Jennifer Geiger  on August 27, 2013

Kia's Soul is getting a makeover for 2014 and so are the car's mascots. The portly fur-balls are hitting the gym in the automaker's newest ad. Although Kia's compact hatchback grows slightly bigger inside and out, the hamsters slim down in the spot, titled "Totally Transformed."

Kia's been relying on funky fur to sell cars since 2009, and it doesn't sound like the automaker has plans to change its ad campaign anytime soon. "When the first Soul arrived on the scene, everyone at Kia believed we had a hit on our hands but we didn't realize how big that hit was going to be, and our year-over-year success is a direct result of the hamster commercials entertaining the young and young-at-heart with their baggy clothes, excellent taste in music and slick dance moves," Michael Sprague, Kia's spokesman, said in a statement.

With Lady Gaga headlining the new commercial, however, the hamsters' taste this time is questionable, but the Soul's past sales success is not. It's been a strong seller for the brand since its debut. The updated for 2014 Kia Soul goes on sale this fall.

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Assistant Managing Editor Jennifer Geiger is a reviewer, car-seat technician and mom of three. She wears a lot of hats, many of them while driving a minivan.  Email Jennifer