Ludacris just signed a multi-million dollar deal with phone giant AT&T, the first hip-hop act to land such a large contract with the company.

He’ll lend his likeness to online and TV ads promoting the service and he just wrapped shooting of his first commercial.

“I had a lot a fun shooting this commercial,” Luda said. “If you like the AT&T commercials you’ve seen then you’ll love this one.”

The rapper plays a guy who doesn’t have AT&T phone service and misses an important call. The “phone,” also played by Luda, tells viewers exactly what he missed out on by not having service.

His installment in the campaign will begin running next month.