Eminem Disses the IPod?

There’s an odd moment in Eminem’s new iPod ad for Apple that seems to illustrate his contempt for either Apple or advertising.

As the ad starts, Eminem’s singing his hitLose Yourself while a silhouette dancer wearing white earbuds prances about. But suddenly, at the ad’s midpoint, Eminem shouts, “Move it out!” and shoves the iPod dancer aside. The dancer flies out of the frame.

The gesture’s appropriate for a rap video, but not an iPod ad. It’s odd that Eminem got away with such a thing — shoving the figure representing the buyer out of the picture. It undermines the whole ad.

See for yourself. Watch the ad here.

The ad has a history, of course. Eighteen months ago, Eminem sued Apple for allegedly usingLose Yourself without his permission. I seem to remember him making noises about “selling out” at the time. Obviously he changed his mind, but I wonder if the shoving is his way of trying to maintain his dignity?

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