Parody raps can be awesome if executed properly (see classic SNL short “Lazy Sunday“), but done poorly, they are the lamest of lame. Add heavy-handed branding goals into the mix, and you’ve got a recipe for disaster.
Brands, not exactly the funniest bunch, also aren’t the best at rapping, shockingly. Rapping and keeping the tone of brand messaging just don’t mix. That doesn’t stop them from trying, of course. Only when there is a sarcasm and honesty involved does a brand rap work, like in the case of the Fiat’s mommy rap.
Here are some examples of branded raps that just don’t work.
Google, “Welcome to Google”: This video was made by a Google employee introducing you to the “Googleplex,” which, judging by the white guys rapping, Mardi Gras beads and colored Ray Ban-esque sunglasses, seems like a frat party.
Smirnoff, “Tea Partay”: For some reason, this became a viral sensation back in 2007. In honor of its new product Raw Tea, Smirnoff released this rap parody video featuring Waspy dudes rapping about Cape Cod, playing croquet, Greenwich, tea sandwiches, topsiders — you know, just regular Waspy dude stuff. It’s definitely better than the Google video, if only for the high-production value, but still not great.
Reese’s Puffs, “Reese’s Puffs, Eat Em Up”: Lyrics in this “rap” include “Eat em up, eat em up, eat em up, eat em up!” and “Recognize the taste that I savor. Wow! Peanut butter choclatey flavor.” Someone please alert RapGenius.com. There is kind of no way to rap about a brand and have it sound not completely ridiculous and cheesy. Unless you are being sarcastic, which this clearly isn’t.
Nike, “Don’t Tread”: This is the closest out of all of these videos to a real rap video. Soccer star Clint Dempsey styles himself as something of a rapper. The video hits the necessary notes, with foxy ladies dancing by pimped out Cadillacs and actual Houston rappers rapping. You would expect nothing less from a high-end marketer like Nike. However, when you hear lyrics about Nike, it’s hard to take it seriously and not feel like the brand placement is completely forced. Again, branding and rap just don’t mix — and Dempsey should stick to his day job.
CMO Strategies: How marketers’ social platform budgets stack up — from Instagram to TikTok
Digiday+ Research has analyzed strategies and challenges across leading marketing channels to identify key trends and best practices in our CMO Strategies series. First up: social media usage and budgets.
Culture Brands’ Eunique Jones Gibson wants to help brands uplift, empower stories for African Americans
When Eunique Jones Gibson, founder of the Black-owned marketing agency Culture Brands, launched her agency in 2017, the 39-year-old business leader wanted to demonstrate that she could ignite conversation, introspection and social change in the industry.
Danone’s Light + Fit brand invests in digital video ad spend, but won’t let go of linear TV
Danone-owned yogurt brand Light + Fit is doubling down on its streaming ad strategy, including investing in Netflix for the first time.
SponsoredWhat the measurement and currency discussion really means to TV advertisers
Ali Mack, head of TV and agency, Experian Major streaming video providers have recently made headlines by adopting new currencies for ad measurement, threatening Nielsen’s long-standing TV ratings monopoly. NBCUniversal, for example, has certified iSpot and VideoAmp as currencies for advanced audiences and formed the Joint Industry Committee with Paramount, TelevisaUnivision and Warner Bros. Discovery. […]
The ANA parts ways with PwC in its ongoing ad tech transparency project
Sources claim the trade organization ended the relationship amid frustration with developments.
Marketing Briefing: Why marketers are seeking deeper partnerships with artists to remix songs, offer experiences
By working with musicians and celebrities, brands can potentially generate more attention and become a part of culture, according to agency execs, who say that brands are looking for anything that can help them connect to culture more deeply.