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Kia hamsters roll into a new ad campaign

Kia hamsters 60-second spot will make its television debut during MTV's Video Music Awards on Sunday, August 28.

The hamsters are back Sharing Some Soul for the 2012 refreshed Kia Soul. Kia

Those hip hamsters of soul are back in a new ad campaign featuring "Party Rock Anthem," by the electro-pop group LMFAO.

The Kia hamsters have rolled through suburban neighborhoods and urban streets and are now in a dark, video game-inspired world to "Share Some Soul," in a new ad campaign.

The new campaign will feature 30- and 60-second TV spots as well as in-cinema, digital, and social media elements, Kia said in a statement.

The 60-second spot, available now on YouTube (check it out after the jump), will make its television debut on August 28 during the 2011 MTV Video Music Awards (VMAs). It will also appear in movie theaters starting September 2. A 30-second version will appear on network and cable television beginning September 5, and the campaign will also have a presence on Facebook,, and YouTube. A LMFAO-inspired shuffle dance video submission contest hosted on the Kia Soul YouTube channel and Facebook page will also be announced.

"After just two model years, the Soul receives significant technology improvements for the 2012 model year and delivers class-leading power and fuel efficiency. Our new multifaceted campaign will continue to raise consumer awareness, perception and consideration for the Kia brand through online engagement, experiential activations and TV," Michael Sprague, vice president, marketing and communications, Kia Motors America, said in a statement.