Dave B will release his new project BLEU on June 21st and now he kicks off the campaign with the first single “CPU LUV,” produced by Sango and Wax Roof.

In the Lea Godoy and Kyle McCarty-directed clip, the rising Seattle talent parodies Microsoft’s classic advertising campaigns.

“I don’t require hella attention but I don’t think anyone likes to repeat themselves,” says Dave. “I think we were in LA, and I just noticed how shorty and all the homies just be locked in to their phones to the point where they became unresponsive. That’s kind of what it is for this generation I feel like… so I wrote this.”

Watch below.