# Hip-Hop Dad Ads The Kia Sportage 'Grand Master Melle Mel' Commercial Is Cool Dad-Approved By Allison Love | Published 2010-08-15 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/kia-sportage-grand-master-melle-mel References: [adsoftheworld](http://adsoftheworld.com/media/tv/kia_sportage_grand_master_melle_mel) & [2011sportage](http://www.2011sportage.ca/English/home.html?gclid=CJy_76zQtKMCFcpS2godNQFz6A) The newest [Kia](https://www.trendhunter.com/trends/2027-telluride-suv) [Sportage](https://www.trendhunter.com/trends/kia-sportage-hybrid) '[Grand Master Melle Mel](https://www.trendhunter.com/trends/teezo-touchdown-and-unwrp)' commercial definitely gets you laughing. Kia Sportage is working with the popularity of their last hip-hopping hamster ad, which was insanely funny. In this version, there's a dad who is rapping along to the classic song 'The Message' by Grandmaster Flash and the Furious Five along with Grand Master Melle Mel. Finally he gets home to find his wife asking him if he picked up the diapers, to which the dad realizes his fun was a figment of his imagination. ## Trend Insights (Trend Hunter) - Score: 3.4/10 - Popularity: 12% | Activity: 82% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### What Makes This Trend Stand Out - **Dadvertising:** Opportunity for brands to appeal to modern, involved fathers through humorous and relatable advertisements. - **Nostalgic Marketing:** Brands leveraging nostalgia to connect with consumers and create a sense of familiarity and emotional resonance. - **Authentic Storytelling:** Shift towards genuine and relatable narratives in advertising, moving away from traditional promotional methods. ### Sectors Adopting This - **Automotive:** Auto brands can incorporate humor and relatability in advertisements to appeal to modern families and stand out in a crowded market. - **Music:** Musicians and music labels have the opportunity to revitalize classic songs and collaborate with brands to reach new audiences. - **Consumer Goods:** Consumer goods companies can tap into the power of nostalgic marketing to create emotional connections with customers and increase brand loyalty. ## Related on Trend Hunter - [Humorous Automotive Campaigns](https://www.trendhunter.com/trends/where-have-you-been.md) - [Cheeky Auto Campaigns](https://www.trendhunter.com/trends/he-got-money.md) - [Influencer-Starring Car Commercials](https://www.trendhunter.com/trends/toyota-2.md) - [Reality-Bending Car Ads](https://www.trendhunter.com/trends/cargurus-latest-ad.md) - [Custom Rap Songs](https://www.trendhunter.com/trends/paparap.md) - [Rapper-Inspired Easter Ads](https://www.trendhunter.com/trends/nova-starr.md) - [Hip-Hop Group-Approved Cookies](https://www.trendhunter.com/trends/grandmas-cookies.md) - [Celebrity Super Bowl Commercials](https://www.trendhunter.com/trends/skechers-no-t.md) - [Empowering Car Ads](https://www.trendhunter.com/trends/carmax1.md)