Halftime of major sporting events is usually reserved for speeding to the bathroom, ordering another round of beers or standing in the kitchen, debating whether to eat another slice of cake. Jay-Z made us all sit on our couches/bar stools for three minutes longer last night.
As Game 5 of the NBA Finals went to halftime and ABC’s broadcast faded to black, Jay-Z suddenly appeared on the screen, standing on a balcony in New York City as the twang of a musical instrument repeated itself in the background.
“What is that?” Jay-Z asks, echoing the question in every viewer’s mind.
Turns out Jay decided to plant a Samsung-sponsored commercial for his twelfth studio album, Magna Carta Holy Grail, smack dab in the middle of an NBA Finals game. In-between beats and surrounded by legendary producers like Timbaland, Pharrell, Swizz Beatz and Rick Rubin, Jay announced that his new album will be available July 4 through an app that Samsung Galaxy users can download, then to the general public three days later. Watch the full commercial below.
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