During Game 5 of the NBA Finals last night, in which the Spurs successfully gained an edge in the series over the Heat, Samsung dropped an unorthodox commercial. To Samsung’s credit, the company typically has compelling ad campaigns. The commercials in which they poked fun at the Apple fanboys that anxiously await new products with minor updates nearly caused me to switch from iPhone to Galaxy. This new ad has me convinced that Jay-Z is about to release his best album in years.
The commercial consists of Jay-Z in the studio with a team of heavyweights— Timbaland, Rick Rubin, Swizz Beats and Pharrell— along with some Samsung gadgets, of course. There are snippets of beats being made, and they consist of the triumphant sound found on projects like Watch The Throne. With that album’s other half gone dark and electronic, fans will be pleased by Jay-Z’s decision to remain relatively unchanged.
Some sort of change, however, does seem to be Jay-Z’s aim with the new album. In the commercial, the rapper compares the internet to the wild west, explaining that artists need to “write the new rules.” Thus, Magna Carta Holy Grail, will be released via an app on Samsung phones, free for the first one million users. Not a bad deal.
The video offers an insight into Rick Rubin’s zen-like creative process, as the legendarily bearded producer lounges on a couch and offers Jay-Z some spiritual guidance in regards to his lyrics. “You’ve found in life experience that you’ve gotten enough of those things that it doesn’t change your life at all,” the producer says after Jay-Z explains that he wants a Picasso in his casa. Check out the commercial below.