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Florida declares "This is The Swag" in flashy "A New Regime" hype video

The Gators' video department isn't playing around.

Florida's in the first season of Jim McElwain's tenure as the head ball coach of the Gators. And the program certainly hasn't been shy about staking its claims as one of college football's swaggering giants before ever even playing a game with McElwain on the sideline — the latest official Gators hype video, titled "A New Regime," only makes that more clear.

It's flashy, and makes an authoritative claim to Florida's place among the country's best programs, and it does so with things we're unaccustomed to seeing from the Gators. The theme from Saw opens the video, and it transitions to the instrumental version of Trick Daddy's Miami-to-its-core "What's Up" (its video was shot in the Orange Bowl, in part), then to the trap of "Higher," a collaboration between the legendary Just Blaze, "Harlem Shake" producer Baauer, and Jay Z, then, perhaps most appropriately, Eminem's "Cinderella Man."

Florida's rebirth as a cool place for players to play coming with some of the rap that most of those players listen to strikes me as a decision that positions the Gators well.

There are other little touches that work well, too. The semi-sacrilegious edit of the famous "WELCOME TO THE SWAMP" decoration to one that says "WELCOME TO THE SWAG" is audacious, and eye-catching (if, frankly, kind of off because of a failure to match the G from the "HOME OF THE GATORS" paint to the slightly different font of the "THE SWAMP" line) as a result; showing Errict Rhett celebrating a touchdown with the "hooks" hand signs thrown up by members of the historically black Omega Psi Phi fraternity, like WWE wrestler and former Florida football player Titus O'Neil, is certainly a nod that only some viewers of the video are likely to get, but one those viewers may deeply appreciate.

"They say in all kinds of weather, we all stick together," the piece's narrator intones at its conclusion, before adding "I see a storm brewing in Gainesville, Florida."

That's a bit of a bold claim to stake. But even if there isn't one on the horizon, Florida's definitely figured out how to sell that forecast.