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.