50 Cent stars in a new campaign for accommodation platform Hostelworld that takes its inspiration from MTV's infamous "Cribs."
In the ad, by London agency Lucky Generals, the rapper tours a hip hostel, the Toc in Barcelona, showing off its facilities in just the same way that stars showed off their Hollywood mansions in the early noughties "Cribs" episodes. Speaking direct to camera, he takes us on a tour of the dorm rooms, pool and bar, pausing to show off his bling in a locker and the crisp linen bedsheets which he declares are "fresh and clean, yo." The tagline is: "All the bling without the sting".
The film -- which is being seeded on 50 Cent's social media channels -- was directed by Barry Bangs through Smuggler. It's designed to highlight how far hostels have come over the years and how great they can be.
Danny Brooke-Taylor, founder, Lucky Generals, said in a statement: "50 Cent is used to living in the lap of luxury, so who better to communicate the simple fact that modern hostels have changed beyond belief over the years, than 50 himself."
50 Cent even found time to comment himself: "I've traveled the world and have stayed at some of the most insane places but none of them had the same vibe and energy that I found at the Hostel in Barca. I never knew hostels could be that dope."