Samsung's advert for its latest product, the "S9," is an uneasy mix of clever and daft. In it, the grime rapper "Big Narstie" is asked to eat a bowl of hot chicken wings for an advert within the advert. The ad within the ad is simple: "we had an idea, of having you with the hottest phone eating the hottest chicken wings." The speaker is a young white man and sat next to him is a young black woman who joins in the attempt to persuade Big Narstie that the surest way to guarantee massive sales of the S9 is if he's seen simultaneously eating a bowlful of chicken wings.