How Copywriter David Burd Became Rap Star (and Hilarious Trojan Man) Lil Dicky

A Q&A with the rising star, plus his two new condom ads

Lil Dicky, the chart-topping MC, is back with more comedy gold for Trojan condoms.

David Burd, whose 2015 debut studio album Professional Rapper hit No. 1 on both Billboard's rap and comedy charts, anchored a clever, nervous, long-form PSA earlier this year, sponsored by the condom brand, about the dangers of unprotected bathroom sex.

Now, he's starring in two much slicker but plenty ridiculous new TV commercials, created with agency Colangelo, slated to first air this Sunday during the MTV Video Music Awards. (Trojan has a broader partnership with the youth-focused network, funding its how-to guide on sex and relationships.)

In the first new Lil Dicky spot, a :30, Burd and his date, Jen, can't keep their hands off each other as they arrive back at his apartment, making out in the hallway as he fumbles for his keys. Once inside, he scrambles to get a condom, while she—impatient in the heat of the moment—sweeps the contents of his desk onto the floor.

"Right here, right now," she says. Burd, baffled, launches into an eminently sensible sales pitch for protection generally, and Trojan BareSkin condoms specifically—but in a moment that can't help but evoke Larry David, also has to obsess over the mess she's made of his things. 

The second ad, a :15, picks up with the same scene, post-coitus, where Burd's rapid-fire neurotic patter is at full force right out of the gate, as he expresses relief that his paramour won't get pregnant, and proceeds to overshare about his gastric habits.

The commercials manage just the right balance of stupidity and substance, in a deliberate and entertaining enough way—it's a logical extension of the almost too obvious but ultimately perfect symbiosis between Trojan and Lil Dicky.

AdFreak caught up with Burd to chat about the new ads, his partnership with Trojan, and how, if it hadn't been for his pre-fame jobs at San Francisco agency Goodby Silverstein & Partners—first as an account executive on Doritos, and then as a creative on NBA—he might never have joined the rap game at all.

Read on to find out why—plus, which other brands he might like to work with someday, and the offhand origins of his own penile moniker.

AdFreak: How involved were you in writing the new Trojan ads?

David Burd: Pretty involved. I wrote it with this guy named Tony Yacenda. We co-directed the commercials, and he's directed a bunch of my music videos [including for the hit single "$ave Dat Money"], so we kind of wrote them together.

Your raps are known for drawing on your everyday experiences. Where did the concepts for these ads come from. Have you had a woman trash your desk?

No, I've never had this specific thing happen. But I imagine if it did happen in real life, I'd react similarly.

So, you were playing on that sort of movie cliché of a passionate couple coming in and knocking everything off.

Yeah, we had it feel like a really sexy thing, then transition into a more neurotic, the-opposite-of-sexy type thing.

To zoom out a bit, you've also recently appeared in advertising for Carl's Jr. and Madden NFL. Any other endorsements worth noting, or more coming down the line?

There are preliminary talks about certain things. As a public figure, I'm always interested in being part of brands that I actually enjoy. So, I would never do something with somebody I don't believe in, a product I don't believe in. There are so many products out there that I love, that I'd chomp at the bit to be a part of their campaign. But nothing really in the works.

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