Ad Agencies Should Use Ad-Libs

I listen to hip-hop every day. From old school to new school—Nas to Bas, Raekwon to Rakim, or Mobb Deep to Mos Def.

When I started connecting the dots, I realized hip hop and advertising aren’t too different. Both are navigating tension, staying authentic and use ad libs when they want someone to pay attention.

So, I wanted to explore how rap culture can inform strategic thinking, starting with some iconic campaigns featuring rap legends. 

The Blueprint: Unpredictability

Hip-hop wasn’t born in a boardroom; it was born in the Bronx. 

Ethnomusicologist Cheryl Keyes highlights how the genre’s improvisational roots mirrored the real-world unpredictability surrounding it. Pioneering deejays such as Kool Herc and Grandmaster Flash took “breaks” from dance records and looped them into something unpredictable. Those beats became the soundtrack for “b-boys” like Crazy Legs and Wallace Dee, and over time, breakdancing evolved from street art into an Olympic sport.

“Never on schedule, but always on time.” — Nas

Take AWGE, a creative agency founded by A$AP Rocky that produced “Grow Up,” a campaign for Mercedes-Benz. They didn’t just tackle the evolution of luxury; they tackled the evolution of life. Or pgLang, a creative agency founded by Kendrick Lamar & Dave Free that made “That’s Money,” a campaign for Cash App blending financial education with cultural credibility in a way only hip-hop could.

This reminds us that breaking the rhythm doesn’t create chaos—it creates curiosity. For us ad nerds, it’s about breaking those rooted conventions to grab attention and spark intrigue.

Crate Digging

Rap was built on crate digging—the art of sampling forgotten gems and transforming them into something fresh. Producers like Questlove and Metro Boomin don’t just reuse tracks; they reimagine them, layering nostalgia with new narratives.

Great strategy works the same way. Think of Wieden+Kennedy's “Born of Fire” Super Bowl spot for Chrysler. By borrowing the grit of Detroit and sampling Eminem’s “Lose Yourself,” they crafted a message that resonated so much it won an Emmy. Or look at Translation's “You Love Me” campaign for Beats by Dre, using familiar faces such as Lil Baby to explore themes of Black identity and representation.

Sampling teaches us the importance of contextual intelligence. It’s not copying—it’s weaving cultural undercurrents in a way that feels organic, not opportunistic.

Showing & Proving

Hip-hop operates on a simple rule: show and prove. Every flex, every bar, every Cuban link is about mastery. But there’s a deeper connotation to “showing and proving,” just ask Big Daddy Kane. It’s a mindset encapsulating the pursuit of asserting one's worth, individuality and talent despite societal constraints.

“You became obsessed with showing and proving, distinguishing yourself and your originality above the crowd.” — Jeff Chang 'Can’t Stop, Won’t Stop'

For brands, cultural credibility is non-negotiable. Look at Run DMC’s “My Adidas” collaboration. ​​They didn’t just wear the brand—they owned it, literally making a song about the shoe. Or take Wieden+Kennedy's “Obey Your Verse” campaign. Using iconic lyrics from Tupac, Missy Elliott and J. Cole on their cans, Sprite proved they weren’t just in the culture—showing how they were a part of it.

It’s not about chasing trends; it’s about “showing and proving” you are what you claim to represent. 

Rhyme Sharpens Rhyme

Rap is rooted in hustle and thrives on competition. Think Tupac vs. Biggie, Nas vs. Jay-Z or recently, Drake vs. Kendrick. 

In advertising, competition isn’t just about outshining—it’s about making the game better. Everyone’s hustling, but the ones who thrive are the ones who elevate more than just their songs.

Take Jadakiss and Allen Iverson’s “Answer V” Reebok campaign. They leaned into their (literal) competitive edge, blending sports and style in a way that disrupted the sneaker industry. Or check out at Rap Caviar’s “Hip-hop is a competitive sport” message. It broke the 4th wall of the genre’s combative spirit, celebrating rivalry as a force for progress.

Great strategy channels this competitive energy. It’s not about rapping louder; it’s about showing why your voice matters most. 

Build a Legacy, Not an Album

Good artists make music. Great artists build legacies. Public Enemy didn’t just create tracks; they became a soundtrack of revolution. OutKast didn’t just speak for the South; they reshaped its narrative, as told by Regina Bradley in Chronicling Stankonia: The Rise of the Hip-Hop South.

Brands can learn from this. It’s not about fleeting trends; it’s about aligning with enduring cultural truths. Consider Fortnite’s “Astronomical” in-game concert, McDonald’s “Travis Scott Meal” and Nike’s “Cactus Jack” Air Jordan drops, all in collaboration with Travis Scott. These campaigns didn’t just gain traction, they redefined what a brand partnership could be.

Build for legacy, not virality. The best brands don’t just sell products—they shift paradigms. They rap with a rhyme AND reason.

The Bigger Picture

Rap and advertising share the same goal: to matter. To create something so culturally resonant that people can’t help but pay attention. 

"I do it for the culture" — Jay-Z

So, the next time you’re building an ad, take a cue from hip-hop: embrace unpredictability, remix the familiar, prove your worth, outplay the competition, and always, always keep it real.

Because the best strategies, like the best tracks, don’t just make noise—they make a movement.

Keep it 100, Luka