Grow up, not old with Kia and hip-hop masters

Review: ‘Grow up, not old: Sportage 2010’

Client: Kia Australia

Agency: Innocean (in-house)

Kia’s new Sportage commercial is standing out in a sea of dull television advertisements, capturing consumer attention with an 80s hip-hop classic.

 

It’s rare that I sit up and take notice of TV ads. Usually, when the program is interrupted, I switch off or change the channel to avoid the loud, annoying commercials. But Kia Australia have nailed their latest ad for the Sportage 2010. It is so entertaining that I stop what I’m doing to watch again and again.

 

Let’s break it down. 

The SOUNDTRACK: Grandmaster Melle Mel and Scorpion first released ‘The Message’ in 1982. The song is so catchy and old-school, the perfect paradox to this brand new set of hot wheels.  

The PROTAGONIST: The modern-day domesticated man is on orders from his wife to purchase some nappies. His fantasy of driving around with a couple of American rappers, living the gangster life is something we can all aspire to – an escape from our mundane existence.  

The JUXTAPOSITION: The contrast between white middle class suburbia, Grandmaster Melle Mel and Scorpion, who ooze hip-hop street cred, is brilliant. The retirees clutching their green recyclable shopping bags gazing in disbelief at the gang of cool dudes cruising in the Sportage is a classic shot.  

Kia describes the new Sportage as “an innovative urban compact SUV that is a prelude to the future. Beyond sleek sporty styling, lies a practical and versatile vehicle to help you take on all the challenges of your new life.”

But is the consumer buying this product spin? My Dad who has a Sportage car, also now has a new rapper identity.  

Sportage: Inspiring a new generation of hip-hop stars

This ad is about the breadwinner having fun as they provide for the family. The car’s slogan, “Grow up, not old” is an homage to staying young, while being a responsible citizen, parent and homeowner who is still hip and fresh. 

I’d like to think this ad also demonstrates how hip-hop culture is valued in Australian society. Long gone are the days of hip-hop resonating mostly with an American audience. It appears Australians have a strong appreciation for rap music and Kia’s cars too. Even before this ad debuted in August, July figures showed Sportage sales had grown by 15.6%. In the first six months of 2010, the car had boosted Kia’s sales by 66.5% compared to the same time last year.

This ad will no doubt increase the popularity of the Sportage even further if the YouTube hits are a comparable measure.

• The 30 second instalment of the commercial has 162 200 YouTube hits and counting.
• The full minute length version has scored more than 26 000 views.

I recently heard ‘The Message’ played on Triple J. A coincidence? I think not. Radio interest in the song is likely to have stemmed from this superb commercial. The soundtrack and concept have injected some excitement and spontaneity back into the world of television advertising. The verdict: eight stars out of ten.