West Coast gangster rap helped turn this beverage into the drink of choice for college students everywhere. Today, the aesthetics of rap have changed and forties are seen as a throwback to hip hop’s golden age. These ads seek to bring Olde English into a contemporary conversation. The look is inspired by Kanye West’s cover for The Life Of Pablo with it’s glitchy design style. The copy parodies Shakespearean sonnets, modernizing a writing style that is uniquely old and English. By making the past feel new again, Olde English can attract today’s generation to their classic refreshment.