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Very Young Viral Rappers Do Back-to-School Boasting for Kmart

The kids behind last year’s viral hit, "Hot Cheetos & Takis," are back with a new song that doubles as an ad for Kmart’s back-to-school sales.

When adorable pint-size rappers Da Rich Kids went viral last year with their snack-praising video, "Hot Cheetos & Takis", Frito-Lay must have been thankful for the free publicity windfall. Now, another brand is hoping to harness Da Rich Kids’ rapping ability to similar success in a new ad.

"My Limo" finds the Kids in back-to-school mode (in July, no less) at a time when Kmart is gearing up for their big pre-fall push. The title refers to the school bus, which is likened to a stretched, yellow, luxury vehicle that chauffeurs lucky students off to school--which is wear fashion happens. Created by agency Draftfcb for maximum ear-worm potential, the chorus is a declarative chant with the same cadence as their junk food-oriented hit: "The school bus is my limo." The new video follows the massively viral "Ship My Pants" effort from earlier this year. Since that blockbuster, the brand and agency have created other designed-for-buzz videos, "Big Gas Savings" and "Yo Mama," which, though popular, never caught on to the same degree.

The new song wisely avoids referencing Kmart directly in the lyrics--although one of the kids is wearing a ring with an enormous gold 'K’ on it. Mostly, the focus is on the feeling of going back to school freshly decked out in new gear. These kids do seem oddly focused on the bargain pricing of this fresh gear, however--one of them boasts about getting "a hoodie for a Hammy," which is what people are maybe about to start calling $10 bills from now on. (RIP, Alexander Hamilton!)

Watch another video by the very young viral hitmakers below.

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3 Comments

  • HeatherG

    Thanks, KMart. Now the good, achievement-oriented kids in my decent, middle class neighborhood think that to be cool, they have to embrace this trash. Why, their parents must be hiding this awesome lifestyle from them!I used to disagree with the statement that TV is rotting kids' brains, but now, I'm not so sure... Kids want what they see on TV. Now, they can want both garbage clothes AND a lifestyle that will lead them to educational, professional, and social failure.Hey KMart-- Kids can develop slacker attitudes all on their own- how about the "free market" grownups refrain from speeding it up in the name of selling cheap, tacky $h!t.

  • Melbel

    With new Kmart clothes you too can speak fluent ebonics
    where the rest of the world can not understand a word. The last time I checked
    school was for becoming educated not dumbing down.

  • Thomas Drewniak

    How disgusting of a commercial for K-MART showing this bunch of rappers, which you cant understand a word of it.  How desparate is K-MART to make a sale?  I grew up with K-MART and will make sure I NEVER go into another K-MART store, VERY SAD!!!