Lil Yachty, fresh off his guest appearance on BigXthaPlug’s Better Over Time project, is the star of a new campaign from Lids.
Timed to arrive just as the holidays start to dominate virtually every aspect of our lives, the video portion of the campaign, dubbed “It’s the Gift That Counts,” sees Yachty and an assortment of other familiar faces, including WWE star Jade Cargill, navigating the oft-stressful process of nailing down the perfect gift.
In one clip, Yachty inundates fellow campaign star Chase B with one unexpected act of generosity after another, including handing over his earring.
In another, Yachty pokes fun at the argument that “it’s the thought that counts” when it comes to gift-giving.
“That’s what they say when they get a bad gift. … Bad gifts will be extinct this Christmas,” he vows.
Eladio Carrión, Dixie D’Amelio, Tim Chantarangsu, and Chris Brickley are also featured in the campaign. See more below. This month and next, Lids will be rolling out a wide variety of potential holiday gifts ranging from headwear to jerseys.
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