Soon after the vehicle's release, Kia launched a series of commercials as part of their "A new way to roll" campaign. The ads, created by Los Angeles-based ad agency David&Goliath, features (a combination of motion-captured and costumed) hamsters on stationary Hamster wheels on city streets, which are then all passed by "cooler" hamsters riding in the Kia Soul. The commercials have attracted a cult following and have surged in popularity on video-sharing sites like YouTube. The commercials were awarded "Automotive Ad of the Year" at the Nielsen Automotive Advertising Awards.
Songs featured in the ads include "Do What You Do" by Marz, "Fort Knox" by Goldfish, "Junkyard" by The Potbelleez, "Colours" by Calvin Harris, "The Choice Is Yours (Revisited)" by Black Sheep and, during the 2011 MTV Video Music Awards, "Party Rock Anthem" by LMFAO.For the 2013 Kia Soul commercial, the song played is "In My Mind (Axwell Remix)" by Ivan Gough and Feenixpawl featuring Georgi Kay. The hamsters were seen rocking out at a 18th century opera house to the song. It was released on August 30, 2012.
In October 2011, the Kia Soul Hamsters were inducted into the Madison Avenue Walk of Fame, advertising industry’s equivalent of Hollywood and Vine. As of 2011, Kia is also the only car manufacturer to be inducted.
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