Rap lyrics from 2 Chainz’s “Birthday Song” and Rick Ross’s verse on Rocko’s “U.O.E.N.O.” are among those rapped by pre-teen children in the video for “Kids.”
The clip was created by Jimmy Smith II and Jarrel Smith of Los Angeles-based agency Amusement Park.
“We just wanted to hold up a mirror to the types of messages we pump into our heads all day,” the Smiths said during an interview with fastcocreate.com. “We hope this film pushes some of our favorite, super-talented artists to push themselves toward more honest and balanced art. Not cleaner or censored, but honest. If rappers rapped about Hot Wheels and ice cream on every song it wouldn’t be honest, either. But if you have 12 songs about money, where are the songs about the things money does not fix? Nobody is perfect, but as creatives we can always be honest. Honesty–it’s what makes truly great art, great.”
“All I want for my birthday is a big booty hoe,” 2 Chainz raps on “Birthday Song,” a single he released last year.
In April, Rick Ross lost his endorsement deal from Reekbok after the lyrics from verse on Rocko’s “U.O.E.N.O.” led to a public protest in front of the shoe company’s New York City story. In the song, Ross raps, “Put Molly all in her champagne, she ain’t even know it / I took her home and enjoy that, she ain’t even know it.”
“Reebok holds our partners to a high standard and we expect them to live up to the values of our brand,” Reebok said in an April statement. “Unfortunately, Rick Ross has failed to do so.”