Rapper Melle Mel makes Kia The Message

Melle Mel and Grandmaster Flash and the Furious Five member Scorpio become a driver’s imaginary friends in a new spot for the Kia Sportage featuring classic rap track The Message.

The ad has been created by Kia’s in-house agency Innocean in conjunction with Prodigy director Tim Bullock.

It features a mild white man reliving his youth while popping out for some nappies.  

Steve Watt, national marketing manager of Kia said: “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.”

Amanda Wheeler, General Manager of Innocean said: “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.”

Bullock added: “Getting to work with Melle Mel and Scorpio – two of not only the coolest but nicest guys on the planet – well, that was simply awesome.”

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