K Mart: Back To School w/ Yo Mama Jokes

In recent news, the rap group Da Rich Kidzz, starred in a national Back To School campaign for K Mart.  In the spots, created by Draftfcb, the group is seen rapping about the newest fashions their moms found at K Mart, and because they're so fresh, the school bus...it's now a limo.  Don't hate.

Da Rich Kidzz claim to fame is their hit song, "Hot Cheetos & Takis."

Check out two of the ads for KMart:

But THIS ad right here, very clever:

I'd be lying if I claimed to not cringe when I first saw these ads.  I did, I totally cringed.  I honestly felt that the marketing department was seriously lacking in creativity when selling to 'urban communities'.  I'd ALSO be lying if I didn't reconsider my upset.  Yup, I did.  Was I mad for a good reason?  Maybe, maybe not.  I'm still on the fence about it.  But, I believe if someone sees fault in something they should be able to provide the alternative...I couldn't.

I think the song is cute...it is, admit it.  These kids got FLOW, shorty with the glasses and striped shirt made me rewind to catch it again.  I do like that they are rapping about being in school, you know, things tweens and teens SHOULD talk about.  I like the spin they put on the Yo Mama jokes ad.  Smart, no way around that.  I don't know what I would change if I could change it.

This series of ads has caused a lot of upset in the world of direct consumer feedback, i.e. Twitter/FB.  But I call to question the root of the anger.  I had to question MY OWN anger, when I did, it was founded on a readiness to be mad about anything that represents minorities in a possibly negative way...but I had to cool out.  I don't know if I can say I 'like' them, but I do accept them for what they are, great ads.