Jeff Jampol wants you to watch more TV. But don’t fast-forward through the commercials—they’re the most important part. The biz’s premier manager of the formerly living has landed his artists in two major campaigns.

First is the Miss Dior spot featuring Janis Joplin’s “Piece of My Heart,” which bowed during the Grammys telecast. The classic psychedelic-rock tune is the theme of the 2015 campaign starring Natalie Portman. In the lavish, Anton Corbijn-directed ad, which begins in black-and-white, Portman leaves her bridegroom at the altar and sprints into a full-color adventure. It’s probably fair to say that if Janis somehow saw the sweepingly cinematic spot in 1968, she’d have done a Wild Turkey spit-take:

You can see Corbijn's "director's cut" of the ad here.

Today, meanwhile, marks the debut of a new Powerade commercial—profiling Bulls baller Derrick Rose—features a poignant voiceover from rapper/poet/actor Tupac Shakur. The spoken-word section of Tupac's "Mama's Just a Little Girl" reinforces a recurring theme in the artist's work: that people can achieve success despite whatever difficult circumstances they face. The NBC Sports blog ProBasketballTalk called the spot “fantastic.” If you’re not moved by it, you’re made of stronger stuff than we are.