Piece in the Times yesterday about Vice, once merely a thorn-in-the-side magazine and now probably the only multi-everything lords of the tricky youth demographic. I'm surprised Virtue (their brilliantly named autonomous advertising branch) hasn't been on the cover of every issue of Portfolio but that's just me.

I remember when Vice had that back cover ad with a mirror and lines of coke spelling out "Op." When I figured out that it was actually an ad they had designed for Op, the safe, California-themed clothing company that nobody in California actually wears, I realized Vice was crazy, genius and weirdly perfect for this world.

Virtue's latest (done, I might add, by my comrade Joseph--proof that a genius business is only as genius as the geniuses it hires): a commercial for Def Jam Rapstar that might seem confusing if you've never basked in the nurturing glow of an Xbox.

(I'll have more to say about this game once it drops. It's going to, uh, change the game.)