Kia: A new way to roll

The shop called David&Goliath have these hamsters rocking the fug out. And they do it in a pretty convincing hip hop fashion. They pay homage to a great semi-classic track by The Black Sheep, its kind of ironic since their was a black ad shop once that was called "Black Sheep" (SHOUTS to Tobi, Marlon & Retta.) In the course of doing all this vehicle hocking we see these car-hood-rats slide through a vinyl shop, a car wash, the basketball court & barber shop, "Who's a black rat?" BTW, they live on "Hamsterdam Ave," rock Hoodies 'n Tims & wear warm-ups, nice touch. All of those locales are pretty cliche but they aren't romanced in the spot as much as they are referenced. The spot is so well done that it seems to be nit picky and a bit small minded to concern myself with rather or not its offensive to Hip Hop culture or Black people in general. It's obvious the agency has done their homework on this piece. Of course there is no lack of subject matter to study, but they took the time to do it. The moves the CGI hamsters make are pretty convincing, and no easy feat, the gear, an easy study but studied non-the-less. Thank god they also avoided the dreaded copywriter as lyricist dead-end, go get you rap career started on your own time home-dude.

In the older spots I def felt the furry cuzzys were borrowing a bit of African American swag (can I still say swag?), but just enough to make them cool and not too common guy lame. But here they step it up considerably and make it work harder and funk just a lil bit better. Every little move had to be studied, copied and corrected. They were like, 'how would a black guy move if he were a hamster in a 90's rap video hocking matchbox cars??' Somebody at this shop is studying black peoples movements, mannerisms & culture like FBI video tape son! That's a little creepy.

Was it a diss? I think not, however, I did raise an eyebrow at first, but it just sorta melted into an adman's understandingly agreeable grin. This will do well with its intended audiences. Let's see if it moves some Souls. Somebody still maybe more offended than me and well that's what that lil comment button is for. After all you just can't go around de-anthropomorphizing black folks all willy-nilly.




Mookie n 'Nem say...

Kia's new Black Rat Sheep joint is stoopid dope.  Call us at 1-800-HATERADE if you disagree.  We'll come over and knock the taste back into your head until you come to your senses and appreciate this artful communication.

Say Word!








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Hyundai: Driven by obsession (Fluidic Sculpture)

Hyundai has just released a fine campaign in Australia, promoting it's new I45 sedan.

With the creation of Innocean Worldwide in Sydney, in partnership with the consultancy's creative Disciple, the campaign has come up with a beautiful commercial, produced by Revolver and directed by Bruce Hunt, where the brand presents its 'water sculpture' (as we saw here on the blog recently), bringing life to the concept 'Driven by Obsession'and the new style language called "fluidic Sculpture" that the brand has been using.

The images of this installation will be the focal point of the entire integrated campaign, being applied not only in trade but also in print, billboards, online, POS and all.

cred:
i45.com.au

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Research shows marketing opportunity among African-American new car buyers

(October 18, 2009) At the recent Rainbow PUSH Tenth Annual Automotive Symposium held in Detroit, industry executives engaged in a series of panel discussions that examined how the economy affected African-Americans' roles as customers, dealers and suppliers.

A presentation of new research data showed African-Americans -- even during the severe economic recession -- were contributing significantly to the auto industry's recovery with their purchases of new vehicles.

According to statistics presented by Marc Bland, Manager of the Analytical Solutions unit of R.L. Polk & Company, African-Americans purchased more than 320,000 new cars between January and July of this year. This represents 7.1 percent of all new cars bought.

In 2007, according to Polk research, African-Americans bought 626,905 new cars or nearly nine percent of all the new cars purchased that year. In 2008 the number dropped to 520,993 vehicles or eight percent of the total of all new cars.

The data from Polk also showed that Toyota had 48,680 African-American new car buyers for the first seven months of this year -- the most of all auto brands. Ford's Lincoln division had the largest percentage of African-Americans (10%) among all of its buyers during the same period.

Overall, personal new vehicle registrations declined nearly 10.4 percent in 2008, and fell an additional 30.6 percent so far in 2009. African American new vehicle purchases posted declines of 16.9 percent in 2008 and 38.5 percent in 2009.

Cars Purchased by African-Americans Jan.-July 2009

Rank	Make/Model	African-American	General Market	African-Amer %
1	Lincoln	3,464	35,251	9.83%
2	Nissan	28,767	301,473	9.54%
3	Cadillac	4,068	43,102	9.44%
4	Kia	10,813	115,520	9.36%
5	Mitsubishi	2,491	26,820	9.29%
6	Chrysler	7,216	83,976	8.59%
7	Mercury	3,005	38,391	7.83%
8	Dodge	18,071	234,180	7.72%
9	Chevrolet	35,012	474,529	7.38%
10	Saturn	3,092	42,052	7.35%
11	Hyundai	12,469	172,389	7.23%
12	Ford	34,730	486,652	7.14%
13	Toyota	48,680	696,855	6.99%
14	Buick	3,288	47,948	6.86%
15	Pontiac	5,679	82,821	6.86%
16	GMC	7,138	104,779	6.81%
17	Infiniti	2,438	36,514	6.68%
18	Honda	36,526	551,432	6.62%
19	Mercedes-Benz	5,530	84,368	6.55%
20	Mazda	6,360	98,583	6.45%
21	Acura	3,466	54,644	6.34%
22	Jeep	8,032	131,678	6.10%
23	Volkswagen	6,182	104,476	5.92%
24	BMW	5,495	92,981	5.91%
25	Volv o	1,652	28,395	5.82%
26	Lexus	5,275	93,353	5.65%
27	MINI	1,224	23,231	5.27%
28	Audi	1,681	38,998	4.31%
29	Subaru	3,703	97,529	3.80%

Source: Target Market News




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Honda: Rhymes & Reason (Repost)

**(I'm reposting this because the comment are getting interesting)**

Honda Motors is rapping a "new" tune on the internets these days to pump up sales. They've launched a micro site called Rhymes & Reason to tell you why you should be driving a Honda. Here's a quote from the site;

"Cash is King!
I'm tired of hearing that times are hard. Cause if you think something is hard then that's what it'll be - hard. I know it sounds a little too positive for some people, but focusing on what's wrong is not going to get you anywhere promising. So why not try something new? I'm going to start..."

It seems that advertising and Hip Hop have once again found a multitude of reasons to continue to rhyme. The site features an unknown rapper by the name of Mickey Factz along with a blog, videos, music downloads, photos & all the standard fair of of promotional sites these days.

Scott Yeti, operator of the influential hip-hop marketing blog WoooHa.com and a consultant for music labels and film studios, is skeptical about the overall impact of the push but thinks using Mr. Factz was a great choice.

I hope it works. But the creative guy in me says how could they push this idea even further. Maybe something like this. I'm such an armchair-backseat creative director. Yeah cause its real easy that way, all the hard works been done already.

Micro site here.

cred:
Muse Communications https://sites.google.com/site/mayuradocs/PinIt.png

Toyota to premiere Burrell's VENZA TV Spot 'Faces' during Super Bowl XLIII

This is big news. It's not everyday/year an African American company gets to launch a new vehicle let alone on the Superbowl. Congrats Burrell!

**UPDATE**


cred:
Burrell
Client: Toyota USA
Title, Length: Toyota Venza "Faces" 1x:30
Editor: Terry King
Production Company: Radical Media
Director: Antony Hoffman

Special thanks to:
Tamika Lee Robinson
Account Supervisor


(January 29, 2009) Toyota Motor Sales, U.S.A., Inc. has selected Burrell Communications' TV spot 'Faces' to debut during Super Bowl XLIII as part of the launch of its new vehicle VENZA. Burrell's 30-second Toyota VENZA spot 'Faces' will premiere in the first quarter during the first break of Super Bowl 43. The 'Faces' spot and its prominent placement during the Super Bowl will be used to support and extend the launch excitement of the 2009 Toyota VENZA and will be the kickoff of Burrell's 'Are You VENZA?' campaign.



"We wanted a spot that would help us introduce the 2009 Toyota VENZA to consumers who view themselves as multidimensional. We think the 'Faces' spot and the 'Are You VENZA?' campaign is a great complement to the overall launch," Dionne Colvin, Toyota National Manager Advertising.

Key Messages
-Burrell’s 30-second Toyota VENZA spot ‘Faces’ will premiere in
the first quarter during the third break of Super Bowl 43
-‘Faces’ was based on consumer research that helped to uncover
consumer insights that were the foundation of the creative for the
compelling ad and will be the first execution of the integrated ‘Are
You VENZA?’ campaign
-Research that combines cognitive neuroscience, anthropology and
sociology findings provided the imagery and consumer language that
allowed for a springboard for developing work.

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