Hard drive the new bling?

When I saw the animation for Hitachi's "The Hard Drive is the New Bling" promotion, my first impression was that it was very well done and clearly had excellent creative direction from the score to the script to the animation. However, there is clearly something very wrong about this promotion. In my limited knowledge of hiphop lingo, "bling" means accessorized jewelry that is usually gold or some other precious metal. I understand that this promotion is an effort to increase brand awareness among urban youth - and if it's not, then there's something even more wrong - but there is a disconnect between the goals that they're trying to accomplish and the results that this viral ad will manifest. I'd be willing to bet that most urban youth don't even know what a hard drive is, much less adopt them (the hard drive units themselves) as a must-have accessory.

I have 3 electronics devices (an ipod, desktop computer and laptop computer) that have hard drives in them, but I don't know what the brand name is for a single one of them. It seems unlikely that Hitachi will be able to accomplish style of branding that Intel achieved with "Intel Inside".