Lil Wayne’s newfound skateboarding obsession is real. It’s so real, in fact, that he now tries to fit his skateboard lifestyle in everything he does. The latest example comes in the form of his second Mountain Dew Commercial, “This Is How We DEW,” which just hit the net.
In the 30-second spot, you hear the rapper pondering a number of questions like “Why start rapping in high school, when you can start in elementary school?” and “Why stop rapping when you can skate, too?” The last question is especially important, as he is holding a skateboard while walking through an abandoned building.
It’s a pretty cool ad. Mountain Dew’s YouTube page describes how the commercial came about:
“In collaboration with Grammy Award winning recording artist, Lil Wayne and the action sports youth development agency STOKED, the DEWeezy program enlisted 10 teens from the NYC area to work with brand and industry executives, including director Chris Robinson of Robot Films and Motive, a creative studio with offices in New York and Denver, to co-create a :30 second television commercial.”
“Why do it alone, when you got the DEWnation?” Exactly, Weezy. Exactly.
Wayne is clearly in his own world. In fact, he basically said as much in a recent interview with MTV. Remember that controversy a couple of months ago when he said he didn’t like New York and the good folks from the rotten apple took offense? Well, he didn’t even hear ya. He told MTV this:
“I have to be honest with you, dog: All I do is work, and I swear to God, I don’t even know the reaction. If I knew the reaction I’d know how to be able to answer that question, but I don’t know the reaction. I just say what I want to say, do what I want to do and f*ck who don’t like it.”
Do you, Weezy. DEW you.