It looks like the royalties for eloquent and evocative songs such as “Ride Wit Me” or “Hot in Herre” might not be paying what they used to. Nelly is back, folks, and he’s straight shilling breakfast cereal. If the Honey Nut Cheerios brand is trying to gain some “cred” around the breakfast table with anyone besides those people who are still listening to NOW! That’s What I Call Music Vol 17 on repeat, they’re going about it the wrong way. Nelly hasn’t been all that relevant since he took the band-aid off his face, and having him give an animated honey bee a “swag makeover” by giving him stereotypical hip-hop clothing and auto-tuning the bee’s voice isn’t helping anything.

As if the advertisement couldn’t get any weirder, it’s apparently part one of five ads to be directed by Hype Williams, of all people. When discussing with Ad Age about why he did the cereal spot, Nelly dropped reasoning even more questionable than titling a song “Na-Nana-Na” saying, “I’ve worked with some very talented artists and thought ‘I think it’s about time I work with the Bee.'”

The best part is, the ad basically has nothing to do with cereal, which seems to defeat the entire purpose of creating the video in the first place, thus furthering our theory that rappers and cereal probably shouldn’t mix. Except for on this Tumblr, of course.

Click on the video above to see Nelly give an animated bee a “swag makeover”. 

[via Mashable]