I’m sure you’ve seen the seizure inducing Baskin Robbins commercial with that 200 BPM “Gimme Ice Cream and Cake” song. I learned from one of my favorite bloggers, Kid Fury, that the song used in the commercial is actually a real song by The Buckwheat Boys out of Miami. Word is these are the same people responsible for that God awful “Peanut Butter Jelly Time” song. I’m sure you’re wondering why the hell I’m even writing about this, but roll with me for a minute.

This is a classic example of how hip hop is used to sell products. Take the current catchy southern hip hop sound, play it in the background to tout your brand. I reckon this works to a degree, because it grabs your attention. As a real hip hop fan, “Ice Cream and Cake” and anything that sounds like it represents the death of true hip hop. Yet songs like this represent a significant part of hip hop culture, because every sound has its place in hip hop. Jig songs have a rightful place in hip hop just as much as progressive, message-centered music. Its just one of the dichotomies of hip hop culture. So when you see the commercial, you either say, “this shit is bad, real bad.” Or you’re like “hmmm that’s catchy.”

The question is whether the attention garnered is positive or negative. There will be some who are put off by it, because the “Ice Cream and Cake” song is coonish. But from a marketing standpoint, what matters is its effectiveness. And effectiveness is measured by buzz and engagement. Good or bad, people are talking about it and sharing. And in the meantime, they may suddenly decide they want ice cream cake.

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