(October 10, 2011) IRVINE, Calif. — Since bursting on the scene in 2009 to announce the arrival of the funky Soul urban passenger vehicle, Kia Motors' lovable hamsters have resonated with consumers and critics while entertaining the young and the young-at-heart in movie theaters, on television and across the web.

In recognition of the public's quick embrace of the campaign, the Madison Avenue Advertising Walk of Fame honored the hamsters with its first-ever "Rookie of the Year" award.

"In just two years the hamsters have become pop culture icons and driven record sales for the Soul and the Kia brand," said Michael Sprague, vice president, marketing & communications, KMA.

 "The Soul and its advertising were designed to stand out in a sea of sameness, and this "Rookie of the Year" honor is a tribute to the hamsters' viral success and ability to grab the attention of consumers looking for something with a unique style and personality."

Each campaign starring the hamsters was created by Kia Motors America's (KMA) advertising agency of record, David&Goliath, and received numerous accolades including Nielsen's "Automotive Ad of the Year" two years in a row and Silver and Gold Effie awards. 

The most recent installment, titled "Share Some Soul," finds three hamsters bringing style and flair to a dark and dreary scene with LMFAO's hit song "Party Rock Anthem" blasting from the speakers and quickly capture the attention of battling robots when they emerge from their Soul and begin performing the latest dance trend — shuffling. The Hamsters' positive energy causes the alien robots and humanoids to stop fighting, drop their weapons and shuffle and party together.

Collectively, the "A New Way to Roll," "This or That" and "Share Some Soul" campaigns have contributed to significant increases in consumer awareness, perception and consideration of the Kia brand in the U.S., attracted millions of online views and helped KMA recently surpassed its all-time best annual sales total in less than nine months.