There has been very little information regarding Eminem‘s new album released. But we may have gotten a huge clue as to the name of Eminem’s upcoming LP thanks to a clever, yet fake drug ad campaign. Paul Rosenberg, Eminem’s manager and soon-to-be CEO/President of Def Jam Recordings in 2018, posted a photo on Instagram promoting Yelawolf’s new album, “Trial By Fire,” on Wednesday. The pic taken from his Shady Records office blatantly shows a drug billboard for a product called “Revival,” which instructs consumers to “Seize the moment with Revival.”
Turns out that when you call the number on the giant advertisement that it leads to a very suspicious hotline, chockful of Eminem references and if you stay on the call long enough says, “Thank you for continuing to hold—we give you some serious fucking credit for sticking with this.”
There is even a website, AskAboutRevival, for the fake drug. The drug promises to treat the scary-sounding disease called “Atrox Rithimus.” One problem, there is no such ailment named Atrox Rithimus. The Revival drug has ridiculous side effects including “highly combustible head.”
The entire campaign is littered with subtle references to Eminem. The logo for Revival features the same backwards “E” often seen in Eminem’s album artwork. There is a video advertisement for the faux drug that promises to “keep that shit under control.” The commercial features an elevator music cover version of Dr. Dre’s “I Need a Doctor,” plus “Lose Yourself” references.
Reddit found an ad for Revival in the Detroit Free Press, which says it was placed by Eminem’s label Interscope Records, and it says the ad only has “27 DAYS LEFT.” The rumored release date of Eminem’s new album is November 17.
Eminem has a well-documented history of struggling with drug addiction including opioid painkillers and benzodiazepines. Eminem told Men’s Journal, “In 2007, I overdosed on pills, and I went into the hospital. I was close to 230 pounds. I’m not sure how I got so big, but I have ideas. The coating on the Vicodin and the Valium I’d been taking for years leaves a hole in your stomach, so to avoid a stomachache, I was constantly eating — and eating badly.” “Revival” makes sense for the name of the new album since Eminem loves to name his LP’s with “Re,” as seen with 2009’s “Relapse” and 2010’s “Recovery.”