PR stunt results in giant hamster roaming through London

A giant hamster was seen roaming through the streets of London Thursday, May 26, as part of a publicity stunt by auto repair company Kwik Fit.

Many Londoners tweeted photos and video of the 12-foot-long hamster in action, all seemingly perplexed by its existence.

The hamstermobile was created by Kwik Fit, inspired by a heartwarming story involving a 6-year-old's pet hamster named Jaffa, according to a press release. On his way back from the veterinarian, Jaffa escaped from his cage and got himself trapped behind the glove box. Kwik Fit technicians were able to rescue Jaffa, and after the parents wrote a letter of gratitude, Jaffa's story was adopted into Kwik Fit's TV ad campaign.

Kwik Fit has retrieved a wide variety of "weird and wonderful" things from their customers' cars over the years, said Kwik Fit Marketing Director Dhiren Master in a promo video. Items they've retrieved range from "false teeth, engagement rings, even a live snake."