Drake has appeared in a new advert for T-Mobile that will air during this weekend’s Super Bowl, which portrays him as a massive corporate sell-out with the tagline: “I love changes”.
In the ad, Drake performs his infamous Hotline Bling video in front of a bunch of suits who ask him to change his lyrics to reference the companies mobile phone contract policies. And he’s more than obliging.
You can watch the full video below:
The advert comes after Drake dropped new track Summer Sixteen last week, along with the news that he will release his new album, Views From The 6, in April.
The Drake video also comes after it was reported to cost an average of $170,000 a second to advertise during Sunday’s Super Bowl between the Caroline Panthers and the Denver Broncos. The whopping figures come after last year’s event became the most watched broadcast in the history of US television, at around 114 million viewers.
That’s a hell of a lot of people watching Drake advertise mobile phones.
The figures, from Boston.com, suggest CBS is charging as much as $5 million for a 30-second ad. That’s 11% higher than the base price of $4.5 million that NBC charged during the 2015 event. And the price of a 30-second advertisement at the Super Bowl has increased by 75% over the last decade alone, according to Kantar Media, and generates a total of $2.19 billion in sales.
In the build up to Super Bowl 50, today was media day for the event. Never one to shy from the limelight, Cam Newton – perhaps unsurprisingly – stole the show as a reporter challenged the Carolina Panther’s quarterback, as well as his teammate and cornerback, Aqib Talib, to a rap battle.
Both were happy to oblige. Talib laughed as he dissed the reporter’s “$10 watch” before flashing his own $80,000 “Rolley”.
Carolina Panthers face the Denver Broncos in the Super Bowl 50 at 11:30pm GMT.
Loaded reporter Robert McCallum has written for many leading culture magazines and websites about music, sport, science, politics, fashion and arts. Follow Robert at @therobmccallum