Macklemore & Ryan Lewis’ “Thift Shop” is my new jam. It’s super fun. It helps that it’s the catchiest thing since Call Me Maybe.

But what’s super great is how infectious the video makes the song’s message. Macklemore’s building the anti-brand of thrift and non-materialism. It’s deliberate, subtle, and genius. Thrift store shopping is more “fucking awesome” than it used to be, because of this song.

Like anyone, I’m prone to the powers of suggestion and branding, to some degree. Honestly, I’m more inclined to go thrift shopping in the near future because of this song. Which will save me money and improve my happiness. (And my hipster cred.) This is socially progressive hip hop at its best: It can make your life better, and you may be having too much fun dancing to even notice.

I should probably say something here like WARNING EXPLICIT LYRICS. Also, give it a minute before you think I’m crazy. Trust me and the 13.5 million views as of the time of this post.