A$AP Rocky is becoming as famous for his brand affiliations as he is for his rapping. Already the face of Dior Homme’s spring 2017 ad campaign and the creative force behind an ongoing collaboration with Guess?, the Harlem-born rap star and de facto leader of the A$AP Mob is now starring in a new video for Mercedes-Benz.

But instead of Pretty Flacko just looking, well, pretty while standing next to a Benz, the video titled “Get a job” tells a more personal and inspiring tale.

Before the world knew him as Rocky, his family knew him as Rakim. Rocky was always drawn to music, and had a beat that constantly ran through his head. Like most kids, Rocky looked up to his older brother, who always encouraged him to pursue his career in music. “Come on Rocky, just go for it. Just rap,” Ricky would implore his younger sibling.

When Ricky was shot and killed when Rocky was just 13, it was a tremendous blow. As Rocky recounts, the beat went away. But eventually it came back and propelled Rocky to the stardom he has today.

The video was released to promote the Mercedes CLA Coupe, which the company has positioned as the car for people entering their “grown-up life.” The product—in this case, the car—takes second-billing however to Rocky’s intriguing tale, which is the mark of really memorable advertising.

Justin Tejada is a writer and editor based in New York City. Follow him on Twitter at @just_tejada and Instagram at @justin_tejada.