Ad of the Day: Rihanna sends A$AP Rocky on a mission for diapers in new Beats by Dre spot

On Thursday, the audio brand co-founded by NWA’s Dr Dre and Interscope Records’ Jimmy Iovine launched a new commercial, ‘Iconic Sound,’ for Beats’ latest over-ear headphone product, Beats Studio Pro.

Set in New York City, the spot opens with Rocky working on music at his desk. His focus is then interrupted by Riri’s voice: “Babe, can you go to the store? We ran out of diapers.”

The rapper then throws on his Timberlands, ties a white T-shirt over his braids and secures his outfit with the new Beats Studio Pro headphones. Then, he and his entourage of similarly dressed men sprint through the streets to their local bodega, jumping over taxis and running through flower stands on their way.

All the while, Riot (Rowdy Pipe’n), a track off Rocky’s unreleased album that was produced by Pharrell Williams, plays in the background.

Not only did the rapper act in the ad, he also self-directed, marking his directorial debut for a brand commercial. It was also produced by AWGE, Rocky’s agency, and filmed in a location of Kansas City meant to resemble New York City.

“I’ve been a fan of Beats since the beginning, so this has been a full-circle experience,” said Rocky. “I had a vision in mind for this project and they provided the space for me to zone in and fully express my creativity.”

The work ties into Beats’ greater heritage campaign, ‘Still Iconic,’ which rolled out on Monday.

Credit:

Agency: AWGE

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