Jay-Z officially kicked off his new partnership with St. Louis-based
brewer Anheuser-Bush with a commercial spot that aired last night (Oct. 16) during
ESPN’s Monday Night Football broadcast. As the rapper/Def Jam president’s latest
single, "Show Me What You Got," played in the background, the 60-second
spot highlighted scenes from the video, which was shot in Monte Carlo and Nice,
France.

The ad also features NASCAR racers Dale Earnhardt, Jr. and
Danica Patrick and references Jay-Z’s upcoming comeback album
Kingdom Come with the message "JAY-Z is back, coming Nov. 21." Jay-Z
will serve as co-brand director for Budweiser Select while collaborating with
the company on strategic marketing programs and creative ad development.

In addition, he will participate in Budweiser Select planning sessions by offering
insight on brand programs and providing direction on upcoming Budweiser Select
television ads, radio spots, print campaigns and high-profile events. "His
approach to reaching people in creative, groundbreaking ways that transcend
cultural boundaries makes this alliance particularly exciting," said Marlene
Coulis, vice president of brand management at Anheuser-Busch, Inc.

The Monday Night Football ad, which will also air during the MLB National League
Championship Series on Fox, is one of two spots that the pair joined forces
on. The second ad–a collaboration between ad agency Cannonball, Jay-Z and the
Budweiser Select brand team–depicts the energy of a VIP house party high atop
the cliffs of Monaco.