Submitted by: kirkland on Thursday October 19th, 2006 at 04:14 PM EST

What Jay-Z once did for Cristal, he's now looking to do for Budweiser Select. Only without the acrimonious, race-card-playing fallout.

Anheuser-Busch has hired the shill-friendly rap icon as the new co-brand director of its beer line, a position which will not only ensure that the musician's marketing prowess will take center stage at development meetings, but might even merit a name check or two in the newly unretired rapper's lyrics.

The alcohol purveyors have stayed otherwise vague on Jay-Z's exact job description, claiming he will "provide his unique spin, thoughts and insights on various brand programs" and "actively participate in the development" of Budweiser Select.

The first 60-second spot premiered during ESPN's Monday Night Football this week, and featured clips from the rapper's music video "Show Me What You Got" interspersed with shots of NASCAR's Dale Earnhardt Jr. and Danica Patrick, as well as Hova himself.

No demographic left unturned there.

The ad closed with the tagline, "Jay-Z is back, coming Nov. 21," referencing the date his long-awaited comeback album, Kingdom Come, drops.

» Full story @ E! Online