I wasn't the totally depraved death metal aficionado I am now back in 2000. No, back then I still listened to the radio and watched MTV regularly and although more often than not I was starting to lose interest in the mainstream drivel being forced down my throat, something about the "thong song" lured me in. Yeah, it's about sexy women's underwear. Yeah, I was a pervy teenager at the time and yeah the music video was jam packed with hot chicks, but I'm talking about the contents of the actual song. Sisqo's use of repetition is what did it. He's like a silver haired cult leader, chanting his way into the listener's psyche. Repeating the words "truck" "what" and "butt" 3x in a row before going off the map repeating "thong" until your brain wants to suddenly invest in Victoria's Secret.
How about that video? Joseph Kahn is a damn genius! Did you guys like that little SFX sonic boom the dancers do at the 3:04 mark?! I always thought that was rad. After the Matrix came out everyone was trying to do awesome stuff like that for no reason. Oh Sisqo, where are you when we need you man?