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Kia Sportage: Grand Master Melle Mel

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.

Advertising Agency: Innocean, Australia
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
Producer: Julianne Shelton
D.O.P: Keith Wagstaff
Art Director: Aaron Crothers
Post Production: Frame, Set and Match
Editor: Adam Wills
Music: Nylon
Aired: August 2010

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10 comments

TommyO's picture
TommyO
1866 pencils

I thought it was kinda boring. Could have been a little shorter ad.

Guest's picture
Guest

But shorter is not always better. Take myself for example.

Corbeen's picture
Corbeen
1070 pencils

cooooool! Nice , reminds me on Droga old stuff when he was creative

Guest's picture
Guest

terribly uninteresting. that song changed hip hop music -- the song means nothing in this advert. they are just trying to match the energy of the kia us spots and are failing measurably here.

Guest's picture
Guest

Weally? they try to match energy as everyone in advertising, shut up and learn.

Guest's picture
Guest

one star too many

Guest's picture
Guest

Nappies as in nappy-headed black people in the car instead of diapers?

Guest's picture
Guest

Thought the same thing! They could have had the wife character say anything! Anything! And some white guy came up with "nappies". It really helps to have a multicultural POV on things... No black creative would have NOT noticed that.

krautland's picture
krautland
3225 pencils

meh. the description below the ad is a barffest. account people should never be allowed to write anything for public consumption.

Guest's picture
Guest

It has nothing to do with race it means what they say. In Australia they don't use the word diapers they use the word nappies different places have different languages and slang you cultural insensitive people. You may even be surprised to know they spell color differently also. THE HORROR. lol @ you two guilty pasty white people.

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