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Friday, July 27, 2018

ALL KIDDING ASAHD, THIS SPOT'S A
"NO BRAINER"

"No Brainer," the new single from We The Best/Epic's DJ Khaled featuring Justin Bieber, Chance the Rapper and Quavo, is blowing up—and a comedic Apple Music spot promoting it has gone seriously viral.

The commercial, with Kevin Hart providing a motormouthed voice for Khaled's toddler son, Asahd, racked up some 10m views in 24 hours, with rampant sharing by fans, celebs and online influencers. This without any traditional TV advertising and, conspicuously, with no YouTube until the 7/27 release day.

Apple Music's Larry Jackson wrote and oversaw the creative, while Anthony Mandler directed the spot.

Larry was unavailable for comment, as he'd run out to get more Huggies. In other news, DJ Khaled's beard has been scouting out real estate in Cupertino.

 
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