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Many of you will have heard back in the summer that Kano was shooting a top secret ad for Mercedes Benz in Portugal.

Well the ad has been leaked and is all set to go in this weekend’s X Factor live commercial break.

Kano stars in the new high octane viral interactive advert with Mercedes Benz and plays Kane Bond (which fits in nicely with all the hype surrounding the new 007 film). Who would have thought a grime artist would be the first (unofficial) Bond!

The ad will be interactive as Mercedes Benz will monitor tweets directing what the stars in the ad should do next e.g. hide or evade their pursuers. Tweets will need to use the #YOUDRIVE hash tag to take part.

It is fantastic that a global luxury brand such as Mercedes Benz would choose a grime artist to star in this ground-breaking and very high profile ad campaign.

Kano, who was a stand-out talent in Channel 4’s drama series Top Boy last year and will feature in the follow-up Top Boy 2 represents a growing desire by global brands to harness the power of UK urban culture.

Google famously focused on SB.TV founder Jamal Edwards as the star of their first ever UK television ad campaign, also aired during X Factor. The ITV show is now widely regarded as the UK’s answer to the Superbowl in terms of advertising revenue potential.

It’s a big move for UK urban culture, it’s a big move for Kano; but let’s not mug ourselves off – it’s a giant move for Mercedes Benz and other global brands looking to cash in on the next big thing. They’re not doing this for nothing.

The full adverts are set to air on Saturday during the X Factor ad breaks.