Hip hop superstar Drake released a new video today for his latest single “God’s Plan,” which is currently #1 on the Billboard Hot 100 and numerous R&B, Hip-Hop and Rap charts. At the beginning of the video, a caption states “The budget for this video was $996,631.90. We gave it all away. Don’t tell the label.” The video goes on to show Drake buying groceries for everyone in a supermarket, surprising random people on the street to whom he gives money, buying toys for kids at a mall, surprising a family with a new car, making donations to the Miami Fire Department, a women’s shelter, and more.  Within hours, multiple videos were made by others showing people’s reactions to the video.

While one could argue that it’s all for publicity, it was still a nice thing for Drake to do. It’s certainly money well-spent, generating more good will than simply a million-dollar’s worth of ads.

Here’s the official music video: