News: Jay-Z Spills Details On Spike Lee Ad, "He Is One Of The Most Important Directors Of Our Time"

Thursday, Aug 13, 2009 9:50AM

Written by Cyrus Langhorne

Jay-Z recently confirmed reports of an upcoming Spike Lee-directed Rocawear 10th Anniversary advertisement being filmed and explained its concept.

In addition to speaking on the commercial's overall feel, Hov also paid homage to Spike's directing credentials.

"The commercial is about Rocawear, what we meant to the culture and the aspiration to maintain and be around for 10 years," Jay revealed in an interview. "So this guy, he's in advertisement, and he's in Rocawear, and he goes through the day as if he's Jay-Z. He looks out the window, in his mind -- because he's aspiring to make his own Rocawear -- there's a group of people outside and they're waving to him. As he walks away, reality sets in. Someone looks out the window, and no one's out there. He gets on the elevator, and he's thinking people are asking him for autographs; no one's there. He's on his way to building his empire, but he has Rocawear on, and that's a start. So he feels as if he's successful already...Spike Lee is one of the most important directors of our time...He gave us a voice and perspective in Do the Right Thing that touched on racial relations in Brooklyn and all these movies we grew up on that were so important to our growth." (MTV)

Reports of the partnership landed online last week after they were spotted together with a film crew in Brooklyn, New York.

Has it really been 10 years since Rocawear first launched? Well with Jay-Z celebrating a decade of his own clothing line, Hov enlisted Spike Lee to shoot the advertisements celebrating his 10 years in the clothing game. Hit the jump to see more flicks from the shoot. (The Source)

Stylist June Ambrose previously broke the news from the filming set via Twitter.

"Tough Tuesday! Exclusive Junetv! Live from the set of @Roc4life Rocawear commercial!," she wrote. "!On the set of the Rocawear 10tj aniversary commercial!Mr Carter and Mr Lee where so happy to see the haute pepper...Tough Tuesday!Behind the scenes spilling exclusive Chai Tea from the set of the Rocawear commercial!Peep the prod...Tough Tuesday! Shhhh spike lee is directing the Jigga man! (June Ambrose's Twitter)

Jay's Rocawear clothing line was recently approved for a global expansion into Greater China.

Iconix China has signed an expansion deal for its Rocawear brand, which was co-founded by rapper Jay-Z, in Greater China with Bosideng International Holdings. Bosideng will manufacture and distribute Rocawear men's and women's products from Spring 2010. It plans to open over 300 Rocawear free-standing stores and shop-in-shop concepts within the next three years. (Just Style)

Check out a recent Jay-Z interview below:

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