David&Goliath’s Kia Soul hamsters have packed a lot of life into their five years in adland. Watch their life story here:

Now they’re making the wishes of Gen Y males come true. They create girls.

Their latest transformation is from the epitome of cool to the epitome of uncool. They’ve become nerdy scientists in suspenders, tweeds, bow-ties and lab coats.

And they’re back to fat (diets never work and Lady Gaga is so yesterday)…

David&Goliath chief creative officer, Colin Jeffery, who also directed the ad, commented, “To suit their smart new ride, the hamsters started hitting the books instead of the gym. Smart is the new sexy, and the hamsters are using their wits, and a fortuitous lab accident, to their advantage.”

…while doing weird electrodynamic experiments on the electric 2015 Kia Soul EV, they zap a sexy girl hamster into being. Oh…and she was once a real hamster rolling around in a clear plastic ball…which gives ‘the boys’ a horrid idea….all of which is played out to the usual apt, new release music track, this time Maroon 5’s Animals.

Yes, this Kia hamster ad is a bit of a compost cookie. But it launched during the MTV Video Music Awards on August 24, so let’s consider the environment in which it had to make an impact.

And as part of the campaign, Kia is offering 200,000 free downloads of Animals before its official release on iTunes2, which is a clever way to reach its Gen Y audience.