MC Hammer warned Jay-Z that he was going to "mess him up", and now he has. Sort of. With a silly video. After taking offence to one of Jay-Z's lyrics last month, the U Can't Touch This rapper has finally issued his response, mocking – and baptising – Jay-Z in a new video clip.

The feud started so innocently. "Hammer went broke, so you know I'm more focused," Jay-Z raps on So Appalled, a new song by Kanye West. "I lost 30 mil, so I spent another 30/ Cos unlike Hammer, 30 million can't hurt me." While the dig seems harmless enough – MC Hammer is infamous for losing his fortune, in the days before he became a minister-cum-reality-TV-producer – Hammer seemed unwilling to brush that dirt off his shoulder. "You wanted my attention #HellBoy (Jigga), you got it," he wrote on Twitter. "The answer to Jay comes on Oct 31."

That answer is a new song, and accompanying video, called Better Run Run. It depicts Hammer, 48, as a boxing, spitting, boardroom CEO – and Jay-Z as an overweight, fleeing sinner. Hammer's Hov lookalike spends most of the video running from a man in a devil's mask, at least until Hammer turns the horned one back and, like the evangelical Christian minister he is, dunks the Jay-Z stand-in in a lake.

While the video is decidedly square, full of dated dancing and a hokey boardroom scene, Hammer does get some zingers in. "Yo Jay, I got a Reasonable Doubt," he raps, "if I knocked on your door would you come on out?" Or later, "I don't Roc your wear." While Hammer claims he went after Jay-Z because "[Jay] said my name," and "in my era I checked every man who said my name," the born-again rapper repeatedly suggests that Jay-Z is a sinner. He "romances the devil", Hammer wrote on Twitter. We wonder what he'd make of Die Antwoord.