Vanilla Ice (born Robert Matthew Van Winkle) struck gold with his 1990 single “Ice Ice Baby” when it became the first Hip Hop single to top the Billboard Hot 100 chart.
Now, Samsung has employed both the man behind the song and its “Under Pressure” bassline for a new ad intended to lower our collective carbon footprint — in all its cringe-y glory. Titled “Reduce Your Ice, Ice Baby,” Vanilla Ice calls on viewers to adjust their freezer’s temperature while promoting its new Bespoke Refrigerator range.
“Turn down the freeze, and I’ll glow,” he raps. “Jus’ one degree, I raise the temp like a vandal, climate friendly, wax a chump like a candle.”
According to a study by European Commission data, if every household in Europe alone increases its freezer’s temperature by one degree Celsius, it could lower humanity’s carbon emissions by over a million tons annually.
The company says that’s equivalent to the amount of carbon dioxide emitted by over 217,000 driven passenger vehicles for an entire year and the yearly energy usage of over 120,000 homes combined.
Much like Ice-T and Snoop Dogg, Vanilla Ice has been on an endorsement spree as of late. He recently starred alongside Ice-T and Stone Cold Steve Austin in Tide detergent’s “Cold Callers” commercial. He also starred in an ad spot for Kraft Macaroni & Cheese called “Go Ninja, Go!”