---
title: "Kia’s Dancing Hamsters Are Back to Debut the Turbocharged Soul"
description: "Are car advertisements ever going to get less weird?"
date: "2017-06-29"
modified: "2017-06-29"
authors:
  - name: "Chris Constantine"
    link: "https://www.thedrive.com/authors/chris-constantine"
url: "https://www.thedrive.com/article/12013/kias-dancing-hamsters-are-back-to-debut-the-turbocharged-soul"
categories:
  - "Kia News"
  - "News"
  - "News by Brand"
tags:
  - "Advertisement"
  - "compact"
  - "Kia"
  - "Soul"
  - "suv/crossover"
---

# Kia’s Dancing Hamsters Are Back to Debut the Turbocharged Soul

![](<https://www.thedrive.com/wp-content/uploads/images-by-url-td/content/2017/06/desktop-06-29-2017-14-24-48-02.png>)
*\<em\>www.thedrive.com</em>*

Ever wonder how hard the automotive marketing departments have it? Think about it: marketers not only have to market luxury goods, they have to advertise *expensive* goods to a demographic that usually isn't [interested](<https://www.thedrive.com/news/9419/millennials-arent-interested-in-electric-cars>). That's why so many car commercials are so ... strange. Advertisers now have to appeal to the internet generation, and they're using [memes](<https://www.thedrive.com/new-cars/2143/audi-announces-new-crossover-in-meme-form>) to do it. Kia Motors is no stranger to this tactic, having put out all kinds of "hip" [commercials](<https://www.thedrive.com/watch-this/11275/watch-a-guy-in-a-man-bun-sing-about-kia>) to please the youngsters. We all remember Kia's [hamsters](<https://www.youtube.com/watch?v=7geyX1Er1zs>) dating back to the early 2010s, right? Now they're back to launch the turbocharged 2017 [Kia Soul Exclaim](<https://www.nydailynews.com/autos/news/2017-kia-soul-exclaim-preview-article-1.2874225>).

Kia Motors USA announced its new [advertising campaign](<https://www.kiamedia.com/us/en/media/pressreleases/12677/kia-motors-music-loving-hamsters-welcome-a-new-member-to-the-family-in-marketing-campaign-for-the-tu>) today, which brings back the group of large, tracksuit-clad rodents to advertise the latest iteration of the Soul's sporty brother. Kia's new commercial "The Arrival" follows a baby hamster as it escapes a hospital in an action-packed chase set to "Ace of Spades" by [Motörhead](<https://www.thedrive.com/article/1466/lemmy-kilmister-the-engine-behind-mot-rhead>), and ending with a shot of the new Soul. It seems as though the Holy Hamster Trinity has added a fourth member to the group—but can he breakdance?

The Soul Exclaim is now the third car in the [Soul](<https://www.thedrive.com/article/1519/kias-ces-surprise-could-eliminate-bad-drivers>) lineup, featuring a 201-horsepower motor and six-speed automatic gearbox. It will start at $16,100 and have a couple of convenience packages featuring more technology and cooler interior lighting. That balance of price and power makes the boosted Soul a good buy for sporty crossover enthusiasts.

https://youtube.com/embed/XqDb_5hs0v8

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