Samsung's marketing for its newest phones, the Galaxy S7 and S7 Edge, is in full swing, and the latest spots feature hip hop artist Lil Wayne.

Two of the ads feature Samsung's virtual reality headset Gear VR in a marketing move that comes as VR is expected to hit the mainstream. In December, Samsung rolled out a campaign for Gear VR featuring LeBron James.

In one of the new ads, Lil Wayne wears the headset and experiences a wild virtual world that includes Wesley Snipes, who also happens to be in his living room. In another, he tells Snipes he can't talk right now because he's delivering a baby elephant. The spots were created by Wieden & Kennedy and directed by Matt Asleton of Arts & Sciences.

A third ad doesn't feature VR, but touts the phone's water-resistant casing. It shows Lil Wayne pouring champagne on his phone and dunking it in a fish tank to demonstrate that liquid won't destroy the device.

The ads also come as SXSW kicks off today. Tomorrow at the conference, Lil Wayne will be playing Samsung's first Galaxy Life Fest, a three-day music event created for Galaxy owners. It will also be the debut live performance of tracks from the "ColleGrove" album, Lil Wayne's collaboration with 2 Chainz.