A super-confident kid tries to rule the schoolbus in badass style in a fun new back-to-school ad from U.K. retailer Very. 

In the spot, directed by the Bobbsey Twins for Grey London, a young boy dressed in clothes from Very boards the top deck of the bus and eyes up the coveted back seat, traditionally taken by the older kids.

He strides towards it, fist-bumping other kids and heads toward the rear of the vehicle as if he's a royal heading for his throne, his path lined with subservient knights. Just as he's about to be crowned, an older girl demanding the seat brings him back to reality. 

The ad is running on video-on-demand channels as well as in cinemas. There will also be YouTube pre-rolls and accompanying out-of-home ads running until September 4.

Very isn't the only U.K. back-to-school ad channeling hip-hop cool this summer; back in July agency Impero debuted a campaign for George at Asda which featured kids rapping in the school playground.