P&G Keeps it Real Wanksta in Mom-Focused Bounty Tune

By Kiran Aditham 

The scourge that is white-boy parody rap continues its assault with Procter & Gamble’s new “Bring It” music video for Bounty (did they not learn anything from last year’s Crips fiasco?). Featuring a couple chumps who go by the ass-whooping-worthy name of Paper Towel Gang, the 2-minute clip launched on YouTube last week and is apparently targeted at the mom market. In a statement, P&G’s North American Bounty Delivery Brand Manager Dave Lee says, “Our motivation for the ‘Bring It’ campaign is to empower moms to encourage creativity and learning-by-doing with their children, with the assurance that they can say ‘yes to the mess’ with Bounty.”

Still, judging by this clip, we fail to make the connection as do others like commenter “Donna J” on Content to Commerce. She says, “I am a serious hip hop fan, so, as a mom, this did reach me, and I shared the video with my friends (’cause I also love Bounty paper towels). But I can definitely see how this would not reach many moms at all.” We’re being told that Publicis New York, which is credited for the “Bring It” TV spots, was also behind this clip.

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