Kia Motors America television commercial introducing the new Kia Soul, “A New Way to Roll” :60. "Hamsters are a metaphor for a world in which nothing much happens, and nothing much changes. A world of the mundane. The hamsters themselves represent people, who get up, go to work, and come home—day in and day out. Every day is the same as the one before, and life is just one big circle (or hamster wheel in this case) where no matter how hard or fast you run, you never end up getting anywhere. Enter, The Kia Soul. It's new, it's weird and it's unmistakably cool. Just like the hamsters that drive it."