A$AP Rocky directs and stars in Beats by Dre ad featuring an epic diaper run

A$AP Rocky delivers a fun family story—both playful and surreal—in a new ad he directed and stars in for Beats by Dre’s new Beats Studio Pro wireless over-ear noise-canceling headphones. The 60-second spot opens with the Harlem rapper working on music at home, when his partner Rihanna—with whom he shares a 14-month-old son—calls out from the other room, asking him to pick up some diapers from the store. This sets in motion a frenetic diaper run, with more easter eggs than you can count along the way. But upon his return, we amusingly find out it’s all been for naught. This is A$AP Rocky’s first time directing a brand commercial. It features a new song, “RIOT (Rowdy Pipe’n),” from his upcoming fourth studio album, “Don't Be Dumb.” The track was produced by Pharrell Williams. There are references throughout the video to AWGE—including the cartoony AWGE Bodega, where Rocky buys the diapers. AWGE is the rapper’s prolific yet mysterious creative agency, whose past brand collabs include Needles, Marni Serre and Mercedes-Benz. “I’ve been a fan of Beats since the beginning, so this has been a full-circle experience,” A$AP Rocky said in a statement. “I had a vision in mind for this project, and they provided the space for me to zone in and fully express my creativity.”

A$AP Rocky directs and stars in Beats by Dre ad featuring an epic diaper run

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