The Kia Soul is aimed squarely at this new segment which seems to be gaining alot of popularity now, I won’t say in terms of sales as I’m not quite sure myself, but the carmakers definitely seem to be interested in it. This segment is the new SUV of sorts, some kind of large C-segment hatchback that offers the practicality and driving position of an SUV but without most of the bad points. Kia’s new ad campaign for the Kia Soul involves hamsters. Lots of hamsters. You can see the glowing speakers that the Soul has in the video too. Watch the first in a series of hamsters with Soul after the jump.