Will.i.am’s involvement with this year’s Super Bowl will not be solely relegated to the halftime show with the Black Eyed Peas, as the hit-making producer will also direct two commercials for Chatter.com that will premier around the group’s performance – adding him to the list of artists such as Eminem and Diddy who are also involved in the game’s ad campaigns.
In an interview with AOL, will.i.am explained that, much of the time, the concepts for BEP’s videos often come from him.
“When you say the word commercial, some groups don’t get down with that. I don’t mind being down with products, like launching iPhones and iTunes, that was awesome for us, ‘Hey Mama’ being in that commercial,” he explains. “We’ve done a lot of things in that world, doing the NBA campaign during the playoffs, using ‘Let’s Get It Started,’ that was fresh. So I learned a lot from agencies.”
Will.i.am likened to the process to recording in the studio for the first time. “I feel like a kid again. I feel like I’m 18 years old and I want a record deal. I feel like it’s my first time in the studio, creatively I feel alive, just like i did when I used to rap my first rhyme, when I made my first beat, or when I first learned how to go from writing raps to writing songs and choruses to the first time I wanted to go dance, when I just wanted to go battle people dancing in circles. I feel like that again and I haven’t felt like this since I was 19.”
Watch the behind-the-scenes footage of will.i,am directing below: