Kia Soul — A New Way To Roll

What started as a quirky idea became one of the most iconic brand platforms in automotive history. The Kia Soul Hamsters didn’t just sell cars, they took over culture. From the MTV VMAs to the Madison Avenue Walk of Fame, these furry underdogs helped Kia leap from #28 to #7 in U.S. auto rankings and dominate the boxy car segment with 90% market share. The campaign picked up major hardware too—Effies, Clios, and more. Music-driven. Social-first. Super Bowl-sized. This wasn’t just a campaign. It was a phenomenon.