Rapper 50 Cent’s ad campaign for sportswear empire of Reebok was pulled in UK after the ad watchdogs complained that the ad promotes ghetto culture. The “I Am What I Am” advertisement features 50 Cent, Jay-Z and Dame Kelly Holmes.

The “Disco Inferno” author is showed in the ad counting to nine, meaning that he was shot 9 times. The Reebok’s press campaign also shows 50 Cent alongside police fingerprints records.

The British Advertisement Standards Authority received over 50 complaints from shocked viewers. UK’s The Disarm Trust anti-gun campaign group commented on the ad as "irresponsible and despicable". Organization’s Chairman Bill Brown accused the brand of "preying on young impressionable black males".

The Spokesman for Reebok denied that the brand had any intention to promote violence saying that “Reebok does not condone every action, choice or view expressed by the athletes and entertainers who wear our products".

The ad was created by the New York agency Mcgarrybowen and costs 2 mln. pounds.