Bullock and Kia get ‘the message’ to work with rap legends in new spot via Innocean
Sydney 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’.
VIEW THE COMMERCIAL:
“We wanted to use popular culture to humanise the brand and show itsmore youthful side. The launch of the Sportage is extremely importantfor us and will play a significant part in Kia’s ongoing success in theAustralian market,” dsays Steve Watt, national marketing manager – Kia.
“Atthe core of this campaign is a simple insight about growing up, but notwanting to grow old. When we spoke to potential customers theyrecognised that they were going to be buying a more practical vehiclebut didn’t want to give up all of the fun in their life. This insightties perfectly in with the offering of the new Sportage, a stylish, butpractical SUV and combined with a great creative execution has resultedin a fun and memorable campaign,” says Amanda Wheeler, general manager- Innocean.
“‘The Message’ is such a great song that using italone would have been fun, but getting to work with Grandmaster MelleMel and Scorpio – two of not only the coolest but nicest guys on theplanet – well, that was simply awesome,” says Tim Bullock.
Client: KIA
Product: Sportage
Agency: Innocean, Sydney
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
DoP: Keith Wagstaff
Art Director: Aaron Crothers
Post Production: Frame, Set and Match
Editor: Adam Wills
Music: Nylon
Client:
National Marketing Manager: Steve Watt
Marketing Executive: Gerrit Walters
63 Comments
I like it.
Funny. Good performances from the Grand Master and Mellie Mel.
Yellow Lines (don’t do it)
Who are they?
i don’t.
Ground-breaking work guys.
Now lets just hope no one has an internet connection:
http://www.youtube.com/watch?v=ql-N3F1FhW4
We surely need some new comedy alternatives.
TIme after time its the same formula shot the same way to safely fit the satire box.
Adding a has-been-celebrity doesn’t raise the bar.
Rather it shows how ordinary or humour has become.
nice guys.
(can be read two ways – both of which i mean)
Love it. Love it. And it’s from Kia.
Who’d of thunk it?
Dweeb
I love it.
Grandmaster in the ‘burbs. Ha! Love it
nice work..
i like The Message and the message.
Bronze
nice work..
AdFest Finalist
Love your work boys
– JG
This commercial says to me that, if there was a Kia and it was parked close to the edge of a cliff, you shouldn’t push it because the handbrake doesn’t work very well.
funny stuff
I kinda liked it, not sure about the dad talent, he could have been funnier.
That swagger wagon toyota stuff is darn good though innit.
Gold!
Blimey, is Keith Wagstaff (Man from Snowy River etc etc) still shooting? He shot commercials of mine in the 70’s and he was an old geezer then.
I don’t get it. Is he supposed to be a goose? Or is the car supposed to be gangsta?
The 30 that actually ran on air – isn’t that good….needs a 60 to be funny.
But hey!
It is a good spin on “love that car” and all the other “I need to find excuse to drive my car” ads we have seen over the last 20 years…..
crickets
Terrific stuff. Can’t wait for the campaign extensions. Finally Kia has been brave enough to do something worth while. Looking forward to the next one.
Isn’t the end line the wrong way round? Shouldn’t it be ‘Grow old, not up’…
great idea, but poor execution
Love Mixmaster and friend, but Dad could have been better from a talent perspective
Great. Love it. Moving on.
Really?!!
We’re all OK that this is just a poor version of Swagger Wagon?
I just had an awesome idea for an swan-diving orangutan that plays the drums to Phil Collins while on a horse.
Why no creative director credit? Does Innocean not have a CD?
Bet this becomes quite catchy
Old school rap talent is cheap as chips nowadays.
So much for selling out.
Bling. Bling.
As 12:34 said, the Toyota Sienna version from May is truly original and well crafted.
This just looks fake. Audio sync poor, and driver talent average at best.
And the relevance to the car is…..?
australia sucks at TVCs
4.59 = knob
@ 4.59….I think you will find the talent is just meant to be singing along with the song. He wouldn’t be necessarily in sync….
yeh good find 12;34
this has just lost all credibility now
i love this ad… but then i don’t mind fuck stuff too much – just tend to go with my instincts.
This a decent spot.
But isn’t the Sienna Swagger Wagon just a take off of Smirnoff Tea Partay? http://www.youtube.com/watch?v=PTU2He2BIc0
Well done but hardly original.
great stuff love it
1:40 PM If that’s what you took away from this ad, please leave this business. Your literal mind can not comprehend anything remotely creative.
Everyone else: Yes I’ve heard a rap song before as well. Different idea.
I do think it would be better for a car stereo than a car, but it’s nice and raises a smile.
what’s up with all the Playa haters out there? Don’t mind fuck it. It’s a nice ride. funny
Hmm, not sure.
Shouldn’t the music have been in situ?
And yeah, that strapline….bit weird.
Australia sucks at TVC’s? Well my friend get you ky ready because in about apnth time you’ll be proved very, very wrong! Yes!
8.22 – exactly how is it a different idea to swagger wagon?
3:14 – there’s no CD at Innocean.
http://www.youtube.com/watch?v=vx6216M9LSw&feature=related
The original ‘white boy rapping in a car’ scene. Hard to beat this one. Best movie eva.
I GOT INTO ADVERTISING IN THE MID 80’S, AT THE TIME MY NEW ART DIRECTOR WAS CRINGING ABOUT THE FACT THAT HIS BOSS HAD FORCED HIM INTO DOING AN AD WITH A RAP IN BECAUSE IT WAS SUCH EMBARRASSING OLD HAT. AS I SAY, 1987.
Ummmm, yeahhh, so I’m gonna have to go ahead and get you to work the weekend.
9.36 – in a month’s time we’ll never even remember your prediction or be able to relate the TVC to your comment on this blog. So you need to give us a hint at what this amazing ad is going to be for.
It’s good for Kia.
10:49, exactly how is this the same idea as swagger wagon?
One is a mother and father rapping about how ‘cool’ they are in a lame hip hop parody, the other is a guy lost in the moment while listening to a legendary track.
The swagger wagon ad makes me want to puke up my egg sandwich. This one is cool.
I like the swagger wagon ad more.
1:27, Spot on. It is truly amazing how many people didn’t get the idea… all they saw was rapping.
Bumps the brand just enough into a slightly cooler territory. The guy works, his expressions at the end are great. Been there, felt it. Nice work.
Why didn’t they rip this off?
http://www.youtube.com/watch?v=ooarT3cn8_o
When looking for your next big idea, you should do more Youtube research.
@ 9.43….are you serious?
Go back to running errands…
In my country the ads not such funny like this.
Wow, even nice ads get the shit kicked out of them on CB…
4:09… this is nothing
this is funny even though the male talent is a muppet who cant act for shit.
my issue here is that there is nothing aspirational about this whatsoever and so therefore what does this say about the car and those who buy it? ‘when you’ve pulled the plug on any kind of life whatsoever, this is the lame car for you’.
oh yeah and the end line is backward…