Dr Mumbo

What would a rap video from Ali G and Vanilla Ice look like? Jeep has the answer

For a while now, Dr Mumbo has been aware of the decaffeinated coffee and the alcohol-free beer of hip hop: the brand sponsored rap video.

But few of these have struck as much of a chord as ‘Under The Hood’ for Jeep Compass. Apparently created by Digitas India, it looks almost like a collaboration between Dr M’s favourite rappers Vanilla Ice and Ali G.

Dr Mumbo can see where this came from – an attempt at “educating” Indian auto enthusiasts about was “under the hood” of the Jeep, being connected to a “hood” of an entirely different sort.

The result – family friendly rap with lines like:

“Packing 173 PS of Power, 350 NM torque…what the?”

or… 

“1.4 multi-air petrol engine, knocking them out before they even step in”

and

“That’s what you get in both petrol and diesel; torque up boys, learn to raise hell.”

Since there can never be too much of a good thing, Dr Mumbo was delighted to find that there are seven videos of this sort. If for some reason, engines are too “gangsta” for your tastes, skip to the one about four-wheel disc brakes with the rousing chorus “two in the front, two in the rear”.

Okay, then.

By way of explanation, Digitas India EVP and head of creative Mark Mcdonald said: “With ‘Under The Hood’, the challenge was two-fold – create an interesting story from something that’s traditionally been a jargon-filled communication in the category; and then tell that story in a unique and interesting way.”

Great job at keeping the ads jargon-free, Mark.

Mcdonald added: “The Under The Hood campaign managed to do both in a refreshing and engaging way. Using rap and hip-hop, one of the hottest music genres in India right now, helped take the message far beyond just auto enthusiasts to a much wider age group and audience.”  

Not one to do things by half measures, Digitas roped in rapper Illa Straight who has apparently “performed in India and the United States and opened for global stars like Akon and Flo Rida” as well as budding rapper and songwriter Deane Sequeira

Dr Mumbo is certain this playlist will become India’s answer to NWA’s ‘Straight Outta Compton’. Keep it real homies. Peace out. 

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