Diddy is making another notable move this year. He is now teaming up with Uber for its third consecutive year airing during the commercial run at Super Bowl later this month.

When thinking of artists who can make things go more viral, then Diddy is one of them. The purpose of this new campaign is simply a traditional advertising phenomenon, and this year’s creative concentrates on Uber One, a membership that gives benefits and savings on trips, deliveries, groceries, and more. Diddy plays a hard-hitting music executive who only communicates through his staff that he “doesn’t do jingles.”

When they finally decide to do hits instead of just jingles, it changes the mood. “Meet me at the studio,” Diddy finally says, cracking a smile. Watch it below.

“As the only global company that helps you go anywhere and get anything, our membership program is the best way to save,” Danielle Hawley, Global Executive Creative Director, explained in a press release. “We want people to remember that, so for this year’s Super Bowl ad, we set out to help everyone get Uber One stuck in their heads — and what better way to do that than with a hit song?”