Logo Placement

The vid, directed by Dan The Man and Chris “Broadway” Romero, is inspired by the award-winning Phillips “Carousel” commercial, directed by Adam Berg, which depicts a single-shot frozen-in-time robbery and ensuing shootout between clowns and cops.

“50’s in a clown mask and he’s part of this robbery crew,” revealed Broadway of the video’s treatment. “Mixed with our crazy club performance, the whole concept is you have this crazy record and club performance and it trips back and you’re showing that [50] never really left. New York is here and it’s represented well on this record, but on top of that there’s this subplot with the whole clown situation.”

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“We actually have a partnership with Phillips where they gave us the rights to take this commercial,” he added. “It was kinda underexposed. They made a great piece but maybe didn’t know how to use it that well so we took it and we just taking it way over the hill with a smash record at the same time and the biggest hip-hop artist on the planet.”

Hot 97 listeners were also given the opportunity to be a part of the action, with 150 contest winners getting cameos in the clip.

- XXL