Kia gives 2010 Melle Mel ad a sequel with Salt-N-Pepa

Hip-hop duo Salt-N-Pepa become a mother’s imaginary friends in an ad for the new Kia Next Generation Sportage. The spot follows on from a 2010 ad which saw the woman’s husband pop out for nappies which saw him singing along to rap song The Message alongside Melle Mel and Grandmaster Flash and the Furious Five member Scorpio.

https://www.youtube.com/watch?v=ntvh9r0h82c

The ad was created by Innocean Australia and Directed by Prodigy’s Tim Bullock, who was also behind the original ad.

The spot features the same couple along with their daughter, now four years old. In this version, the mother relives her youth, while singing along to Salt-N-Pepa’s Push It.

The ad, which will run during Kia’s sponsorship of the World Cup on SBS, is supported with print, outdoor and digital.

https://www.youtube.com/watch?v=hK3Xz8QrEqQ

Credits:

• Agency: Innocean Australia
• Creative Director: Scott Lambert
• Creative team: Mike Lind, Yanni Pounartzis
• Head of Broadcast: Tania Templeton
• Group Business Director: Rick Whaite
• Senior Business Director: Janine Allan
• Media director: Daniel Vega
• Production Company: Prodigy

• Director: Tim Bullock
• Executive Producer: Jonathan Samway
• Producer: Julianne Shelton
• DOP: Daniel Ardilley
• Editor: Adam Wills
• Colourist: Ben Eagleton
• Post Production: Prodigy
• Artists: Salt n’ Pepa
• Music Director: Eden Martin
• Sound: Song Zu
• Media: initiative
• Client – Kia Motors Australia
• General Manager Marketing, Steve Watt
• Brand and Advertising Manager, Gerrit Walters