Ad Agency INNOCEAN in conjunction with PRODIGY director Tim Bullock, brings to life the fantasy of any driver who has ever lost themselves to the music in their car in a new spot to launch the KIA Sportage. Hip hop royalty Grandmaster Melle Mel and Furious Five member Scorpio star in the spot, which also features their iconic 80s rap anthem ‘The Message’. The ad will be aired from 8 August 2010 and will be released as a two 30 second and two 15 second TVCs.
Set in quiet suburbia, the spot shows a mid-30s everyday man driving around in his Sportage, with ‘The Message’ blaring loudly from the car as his unimpressed neighbours look on. The driver is shown to be completely lost in the song, transported back to his youth. Not only does he recite lines and offer accompanying rap hand gestures, but he’s grooving along with Melle Mel and Scorpio, who – in his head only – are in the car with him as he becomes part of their crew.
The driver is brought back down to earth when he pulls the Sportage into the driveway and is reminded by his wife that he has failed to complete his shopping errands.
“We wanted to use popular culture to humanise the brand and show its more youthful side. The launch of the Sportage is extremely important for us and will play a significant part in Kia’s ongoing success in the Australian market.”
Steve Watt, National Marketing Manager – Kia.
“At the core of this campaign is a simple insight about growing up, but not wanting to grow old. When we spoke to potential customers they recognised that they were going to be buying a more practical vehicle but didn’t want to give up all of the fun in their life. This insight ties perfectly in with the offering of the new Sportage, a stylish, but practical SUV and combined with a great creative execution has resulted in a fun and memorable campaign.” Amanda Wheeler, General Manager – Innocean.
“‘The Message’ is such a great song that using it alone would have been fun, but getting to work with Grandmaster Melle Mel and Scorpio – two of not only the coolest but nicest guys on the planet – well, that was simply awesome.” Tim Bullock, Director – Prodigy.
CREDITS
Client: KIA
Product: Sportage
Title: Grand Master Melle Mel
Duration: 1x 60 sec, 2 x 30 sec, 2 x 15 sec
Agency: Innocean
National Marketing Manager: Steve Watt
Marketing Executive: Gerrit Walters
Editor: Adam Wills
General Manager: Amanda Wheeler
Senior Copywriter: Robin Feiner
Senior Art Director: Guy Collins
Agency Producer: John Lamble
Group Account Director: Simon Hornery
Account Director: Janine Allan
Production Company: PRODIGY
Director: Tim Bullock
Executive Producer: Jonathan Samway
TVC’s Producer: Julianne Shelton
Art Director: Aaron Crothers
Post Production: Frame, Set and Match
Editor: Adam Wills
Music: Nylon
