Eminem: Phenomenal

Eminem stars as a flamboyant action hero in this explosive and fast-paced promo for the rapper's latest single, Phenomenal.

Waking in a hospital, the star beats off a pack of guards before discharging himself and landing in a mysterious city where he comes face to face with movie maverick John Malkovich. Offering Eminem some noodles, the hip-hop hardman refuses which leads to a car chase across the city on Malkovich's say so.

There's plenty of action and some comedy for good measure, crafted by director Rich Lee of DNA. The cinematic piece ends with Eminem descending from a helicopter to arrive at a gig, carefully timed by career mentor Dr. Dre.

The video was first launched on Apple Music and nods to the brand with an Apple Watch reference.