Tune in and turn up

A new commercial from healthcare giant Kaiser Permanente features a wandering boy reciting Kendrick Lamar’s “i,” taken off To Pimp a Butterfly. Under the banner “Find Your Words,” the ad implores youth to discuss their depression in order to remove the stigma of keeping depression under wraps.

An unusual but fitting use of the Compton artist’s 2015 track, the visuals help highlight the song’s extremely confessional lyrics and if it weren’t for the 90-second run time, about four minutes shorter than the track itself, and the website pitch at the end, the spot could serve as an unofficial music video.

Watch the ad above and listen to Kendrick Lamar hop on Maroon 5’s latest track here.

Director of Content Strategy

Brock Cardiner is Highsnobiety's Director of Content Strategy. He oversees Highsnobiety's editorial approach across platforms & mediums. Brock splits his time between Berlin, Los Angeles and New York.

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