Aging rocker Ozzy Osbourne is not particularly known for his eloquence, and that’s exactly why the Leo Burnett Chicago advertising agency selected him as the spokesperson for the Samsung Propel.

The Samsung Propel’s primary feature is its slide-out QWERTY keyboard--perfect for avid text messagers and marble-mouthed individuals, as the commercial shows. Scenes from a day in Ozzy Osbourne’s life are filmed in which Osbourne needs to send a text message in order to be understood. With the tagline, “Make yourself heard,” the ad brings the text-centric message home.

The creative directors for the Samsung Propel ad are Will Perry, Bob Price and Colin Selikow, who oversaw production company MJZ, director Craig Gillespie, executive producer Lisa Margulia, producer Line Postmyr, and editor Carlos Lowenstein.