Since the hamsters have always been the iconic representation of the Kia Soul, to announce the new Kia Soul Turbo arrival we conceived a newborn baby hamster that was so quick it was impossible to catch.

The spot tells the story of a young nurse who discovers an empty bassinet in the hospital nursery. We reveal that the missing baby is our speedy newborn hamster, racing through the hospital in a diaper, destroying everything in its path. Nurses, doctors, orderlies, and other medical staffers chase after the baby in hot pursuit until it swan dives off the roof of the hospital, landing in the sunroof of a turbo Soul.

This spot is the 8th in a campaign of commercials that has spanned eight years since the first Kia Soul was launched. The hamsters have always been a fun metaphor for the vehicle and have invaded pop culture in a big way. This spot turned a corner for the campaign by foregoing the familiar presence of the adult hamsters, introducing the arrival of the speedy baby character, and shifting the tone to be more filmic.