Rap has come to the cereal aisle as Nelly, replacing his "Benz-y" for a breakfast spoon, has remixed his 2001 classic "Ride Wit Me" for Honey Nut Cheerios.
The "Must be the Honey" campaign, by Saatchi & Saatchi, will include five 30-second ads directed by Hype Williams. In the intro ad Nelly lends some swag to Honey Nut brand mascot Buzz the Bee, who ditches his honey wand in favor of shades and black high tops.
"I've worked with some very talented artists and thought 'I think it's about time I work with the Bee,'" Nelly said in a statement.
The original dozen-year-old song, of course, is filled with plenty of X-rated lyrics. For the campaign, "all words have been changed to be all about the honey," a spokeswoman said.
The General Mills-owned brand will support the TV campaign with billboard, radio and digital ads.
Packaged goods marketers seem increasingly interested in repurposing older songs and creating custom mixes out of them to use in ad campaigns. Nestle-owned Hot Pockets recently saw success when it redid Snoop Dogg's 2004 hit song "Drop It Like It's Hot" into a TV commercial set to a song called "Pocket Like It's Hot."