We can't remember how, why or when Kia got started using hamsters in its commercials, but the latest spot for the new 2014 Kia Soul sees the rodents getting into shape to the tune of Lady Gaga's "Applause."

"It's sleeker, sexier and more sophisticated than ever. And we're not just talking about the 2014 Kia Soul," reads the accompanying text. "The formerly frumpy Kia Hamsters have totally transformed themselves into lean, mean, head-turning machines, much like the all-new Soul. Watch as they hit the gym and shed their furry folds to the tune of the latest and greatest anthem from Lady Gaga, 'Applause.'"

Kinda wish they'd let Gaga really go wild and dream up some ARTPOP crazyiness, like a Damian Hirst model of dissected hamsters.