Set to Lady Gaga’s new single, “Applause,” the clip alternates between shots of the hamsters breaking a sweat and a Kia designer preparing the new generation of the Kia Soul. The hamsters slowly begin to slim down, and the 2014 Soul likewise starts to take shape. Eventually, the three hamsters make a grand appearance in the 2014 Kia Soul and strut down the red carpet showing off their newly stylish duds and slimmed down physiques.
The ad will make its official debut at the MTV Video Music Awards this Sunday, August 25. After that, the campaign will extend to movie screen nationwide starting August 30.
The 2014 Kia Soul debuted at the 2013 New York auto show and features styling inspired by the Kia Track’ster concept from 2012. The new Soul keeps the basic boxy profile of the outgoing Soul but moves upscale in the vein of many recent Kia models, with newly available luxury features like a panoramic sunroof, heated front and rear seats, HID headlights, and power-folding mirrors. Powertrains will include a 130 hp, 1.6-liter and a 164 hp, 2.0-liter four-cylinder. Pricing information should come closer to when the 2014 Kia Soul goes on sale later this year.
Until then, check out the hamsters’ new look in the video below.