Kia Punches Gen-X Men Squarely In Their Middle-Aged Guts

August 20, 2010
Screencap from Australian Kia Sportage ad with Grandmaster Melle Mel and Scorpio

Screencap from Australian Kia Sportage ad with Grandmaster Melle Mel and Scorpio

This morning, we planned out a great post about the milestone Google Maps' reached yesterday: over 100 million people are now using its mobile app, which could mean Very Bad Things for Garmin and other makers of aftermarket GPS hardware.

Then we saw this Australian commercial for the Kia Sportage:

We love that clip for a couple of reasons -- three to be exact:

1)  It proves that Kia understands its target market for the Sportage: suburban men who have begun to hit middle age but don't feel it in their bones just yet. Many of us can be counted in that number, and we're not going down without a fight.

2) The commercial is pitch perfect: it makes a strong emotional appeal, and it does so quickly, simply, and effectively.

3) We sometimes forget what a completely badass song "The Message" is -- and how ubiquitous it was, back in the day.

Fingers crossed that this one makes the journey stateside.

* * * * *

Ad credits:

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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