D Double E has joined influencer Nella Rose to feature in a festive ad campaign from Twix, debuting a Christmas grime track – the first ever “Twixmas” anthem.
Over a beat from prolific DJ and producer Sir Spyro, the grime legend drops some humorous bars about winding down over the holiday period, rapping “lets chill and order takeaway, nah not leaving the sofa today, got my headphones on under the duvet”, starring beside Nella Rose in the video, sprinkling some of his classic adlibs into the short song.
The tune is set to launch on TikTok on December 27, playing throughout the “Twixmas” period, the days between Christmas and New Year. The campaign will see other influencers such as singer Wes Nelson and Diversity dancers Sam Craske and Star Kiely appearing in “Glowing Up, Dressing Down” videos, showing how they relax during Twixmas time.
Lauren Godfrey, Mars Wrigley portfolio and media lead, said in a press statement: “We’re excited to partner with D Double E and Nella Rose to create a campaign that resonates with consumers during this unique post-Christmas period and will encourage everyone to embrace and share their simple joys at this time of year.”
Both D Double and Spyro have recently collaborated with Red Stripe to celebrate the launch of their new rum-based cocktail drink, Rum Stripe. Honouring the brands Jamaican heritage and musical ties, the beer brand hosted a show at an intimate corner shop in Old Street. In a tribute to soundsystem culture and its Jamaican roots, they enlisted a lineup featuring D Double, Spyro and Tiffany Calver to deliver some high-energy sets of dance and grime music.
The Twixmas campaign isn’t the first time the Newham MC has starred in advertising. D Double was the genre’s first artist to venture into musical marketing when he appeared in an IKEA Christmas ad. Voicing animated household items, he pulls some witty diss bars for the family’s front room, like “This table’s older than the pyramids, at least its younger than the mirror is” and “It’s like somebody hit it with a bulldozer, if your house was a car it would get pulled over”.
And he’s not the only one – last year, grime veteran and comedian Big Narstie appeared in an ad campaign for US company Slimfast, making a short music video titled “Oomph For Your Boomph” featuring a heavy trap beat and bars about the classic shakes vitamins, minerals, and fitness benefits.
The “Street Figher Riddim” MC has gathered a MOBO nomination for the 2025 awards, in the running for “Best Grime Act” alongside other classic names such as Chip, Scorcher, and Manga St Hilaire. The “Best Male Act” and “Album Of The Year” categories also feature grime icons Bashy and Ghetts, going head to head in a pairing that should remind any old-school fans of their infamous rooftop clash from back when battling was frequent for the scene’s big names. Check our preview of some of the key nominations here.
