TIDAL Finally Revealed What the Mysterious 4:44 Ads Are About

The ads are not what we expected.

The mystery behind the 4:44 ads is finally over. Many were hoping that 4:44 was hinting at Jay Z’s next project, but sadly that isn’t the case.

During Game 3 of the NBA Finals, TIDAL aired an ad revealing their partnership with Sprint and a glimpse at an upcoming exclusive project starring actors Mahershala Ali, Danny Glover, and Lupita Nyong’o called 4:44. The short trailer features black and white footage of Ali sparring with his presumed boxing coach played by Glover. Lupita isn’t shown, but is listed to be starring in the project in the trailer. The plot and release date of the movie is still unknown, but according to The Verge, it will reportedly be rated NC-17. Watch below.

If the NBA Finals reveal sounds familiar, it is. Four years ago, Jay Z aired an unexpected ad during game five of the NBA finals to reveal his upcoming album Magna Carta Holy Grail.

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