I'm going to be quite honest- I'm a nerdy white dude and Kool Keith is my favorite rapper. I have a great memory of watching a Seattle Seahawks playoff game in a big movie theater in Portland when a Dodge Charger ad came on the big screen and Keith was rapping. For the first time in history, I got excited about a Dodge product.
The ad is great and Dodge has got to be commended for getting Kool Keith on it for a couple of reasons. First off, he's a good rapper. He has a strong following of people just like me. He also likes to rap about scientific sounding things so his lyrics fit well with a car ad. Second, he did the vocals on The Prodigy's Diesel Power. This song was huge and is probably the most popular song he's worked on. The verse on this ad is really not far from what he did on Diesel Power so it's a bit of a proven formula though the Dodge care probably takes unleaded gas. Finally, just as many people are unaware that it is Kool Keith rapping on the Diesel Power, he has a voice that is recognizable without taking any attention from the product.
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