Jack White Sings about yogurt with Stephen Colbert

Rocker plays the straight man on 'Colbert Report'

Stephen Colbert traveled to the Nashville headquarters of Third Man Records to chat with Jack White, who told the host all about what it's like to "exploit himself directly" as the executive of his own label. The highlight of this clip, which is the first of a three-part series, is when Colbert forces White to sing the riff of the White Stripes hit "Seven Nation Army" as "yum, yum yum, yum yum yum, yum" while he sings new lyrics that shill for Yoplait yogurt.