Throughout the American Music Awards last night, Rihanna through her partnership with Samsung showed a series of commercials that appeared to be clips from a music video for a single off of her upcoming album ANTI. In the video, Rihanna is shown sans tattoos, interacting with three small children in an all-white bedroom. It has a dreamy feel to it, but also a bit haunted if for no other reason than the sparse piano playing in the background that feels a bit foreboding, as well, one can’t help but think of the murdered twins from the horror movie The Shining in the scene that shows two children standing hand in hand at the end of a hallway.
The commercial reveals multiple clues, including writing on the wall and an R8 key. Of course it also includes lots of Samsung Galaxy branding and in the end, directs viewers to visit a Samsung-sponsored website, ANTIDiary.com. Currently the front page of the website reads: “SHE’S WAITING FOR YOU. ARE YOU IN? GO TO ANTIdiaRy.com ON YOUR MOBILE DEVICE.” When you visit the site with your mobile Samsung device, it reveals a series of rooms: bedroom, studio, closet, tattoo parlor, gallery, shell, office and anti-bedroom. As of this moment, only the bedroom is “open” and instructs vistors to “move phone around to find the clues.”
For those who simply want to purchase the album, German music site Cede.de says it will launch on 12/31. Though just two days ago it had listed 11/27 as the launch date, which, it’s hard to believe the album will be land AFTER the the most important shopping holiday, but we shall see.
Watch all the videos below in order of presentation:
Are you in? #ANTIdiaRy https://t.co/OGdovYaOIT
— Samsung Mobile US (@SamsungMobileUS) November 23, 2015
A story unfolds. #ANTIdiaRy https://t.co/RUXT55xaVN — Samsung Mobile US (@SamsungMobileUS) November 23, 2015
A light shining amidst the darkness. #ANTIdiaRy https://t.co/j9zIehQ6Ha
— Samsung Mobile US (@SamsungMobileUS) November 23, 2015
Unlock the mystery. #ANTIdiaRY https://t.co/ddHbXXa8dd — Samsung Mobile US (@SamsungMobileUS) November 23, 2015
Wander into the dream. What will you find? #ANTIdiaRy pic.twitter.com/k1xb2ee1w2
— the keyholder (@IAmTheKeyHolder) November 23, 2015
The time is nearing. Her world awaits. #ANTIdiaRy pic.twitter.com/VroCkqTyRj — the keyholder (@IAmTheKeyHolder) November 23, 2015
