Hype Williams helps rap star Nelly get a little more family friendly in this Saatchi N.Y. spot for Honey Nut Cheerios. This kick-off ad for a five-spot campaign features the cereal's mascot, Buzz, flying into Nelly's home, where he promptly gets dissed for his appearance and his voice. Then, Nelly helps him get a little cooler, getting him to ditch his honey wand for cool sunglasses and high-tops. The rap star also remixes his 2011 classic, "Ride Wit Me," for the campaign, cleaning up the dirty lyrics.
It's a perfect segue for the brand's new tagline: "Must be the honey." Along with the spots, billboards, radio and digital executions, are also on the way.