As reported by Billboard, Eminem’s manager Paul Rosenberg posted a photo on Instagram earlier today with an ad for a drug called Revival in the background. The logo for the drug features a backwards “E”, similar to that from Eminem’s logo.

Look what arrived at the Shady offices today! @Yelawolf TRIAL BY FIRE comes out this Friday 10/27! #cdbaby

A post shared by Paul Rosenberg (@rosenberg) on Oct 25, 2017 at 1:26pm PDT

It was later revealed that the “Revival” campaign was placed by Eminem’s label Interscope Records, according to a print ad directory found by Reddit users. The fake drug has a website with an 800-number and an elaborate video. All of the materials make references to the rapper’s work.

The site itself features an eerily realistic video for the medication, which treats “Atrox Rithimus.” Despite seeming like a traditional prescription drug advertisement, it makes multiple 'Lose Yourself' references. The video also plays the melody of Dr. Dre’s 'I Need a Doctor' (which features Eminem and Skylar Grey), and the man in the commercial praises the drug’s ability to “keep that shit under control” and says that he "won't miss [his] one shot". When you call the number, a pre-recording goes through the list of nonsensical side effects (which include having a “highly combustible head”) before saying, “Thank you for continuing to hold—we give you some serious fucking credit for sticking with this.” See the video here.

Eminem’s last album was 2013’s The Marshall Mathers LP 2. At this year’s BET Hip-Hop Awards, he dropped a freestyle that criticised Donald Trump and called out any of his fans who support the president.