Jay-Z Is the New Face for Duracell

Although it’s Kanye West who raps, “No one man should have all that power,” in his song, aptly titled, “Power”–and before that it was a phrase used to describe Malcom X–it’s his friend and mentor, Jay-Z who apparently has the power now.

The rap mogul and businessman is the unlikely face of a new product from Duracell called the Duracell Powermat. The slogan for the new piece of technology is “Never be powerless.”

In the commercial–shot in black and white– viewers follow a man out and about in New York City. “Run This Town” is playing in the background. Throughout the unidentified man’s journey–Jay-Z’s assistant, maybe?– we see him interacting with people whose depleting phone battery life is displayed near them. Each of them is running out of battery life. But not this man. We see him placing his phone on the new Powermat.

At the end of the commercial, the man is finally revealed to be connected to Jay-Z somehow when “B” pops up on the phone and an Jay’s outstretched hand takes the phone. So now Jay-Z’s in a club with a fully charged iPhone and he has enough power to answer the call he’s apparently been waiting for all day.