"A lot of our young people love hip-hop, love music. This is a chance for young people, like Dame, to get into the studio and work with incredible staff everyday."But not everyone is as enthusiastic about the commercial as Kmart and its supporters. Comments on their YouTube page for the video suggest that people are outraged by the commercial. For instance a YouTube user named djokawar wrote:
"This commercial sets black people back about 100 years. This black criminal subculture that has become mainstream is the worst thing for the black people."WTF? Are you serious? 100 years? GTFOH!
But there are those who posted support for the ads:
YouTuber Dyverse said:
"I love this so creative."
"How are people mad because of a commercial i swear people have no lives at least their talking about school an not drugs,guns,a**, an loads of money their talking about clothes for school an a damn bus i swear people are never satisfied smdh"The Grio's managing editor Joy Ann Reid join a conversation that was had on MSNBC Thomas Roberts that discussed Kmart's re branding strategy (and I'm paraphrasing here) but here's a compilation of what was said:
"These kids are rapping about school clothes, their school bus, and their lockers, not thug language. This is how kids talk everyday whether they are Black, White, Asian, Hispanic, doesn't matter. This is mainstream pop culture."
GOOD JOB, Kmart!
Source: The Grio