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.