DJ Khaled is no stranger to brand promotions. He's shilled for companies like Weight Watchers, T-Mobile, various booze clients and Apple Music-- in a spot also starring Ray Liotta and Naomi Campbell. Now, he's bringing his toddler son Asahd into his marketing mix in yet another Apple Music ad--which also happens to promote his new single, "No Brainer," which dropped today.
While the new track also features Chance the Rapper, Justin Bieber and Quavo, the new spot adds the vocal stylings of funnyman Kevin Hart, who provides the voice for little Asahd. The spot opens on Khaled in his bedroom, primping and summoning Siri to play his new tune--but an unexpected conversation draws him downstairs. There, he finds his precocious little one on the phone, negotiating future career plans. "They're playing mind games with me here. How much longer, will I be used as a pawn? He's my DJ now!" Hart-Asahd says, plotting against his own papa with his lawyer.
Dad, however, thinks differently: "It's Khaled and Asahd," he insists. But junior simply quips, "Can someone order me Asahd of Khaled?"
This, apparently, is just be the beginning for the young marketer-in-the-making--according to his father. "He's not even two years old and has already done work with Apple and Brand Jordan," Khaled said over email. "He is the inspiration for all the young moguls out there. More is coming soon."
Director Anthony Mandler, who also shot previous popular Apple Music spots for Taylor Swift and Drake, was behind this latest ad, produced out of his company Black Hand Cinema.