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Following the enormous success of Blurred Lines, the title track of Robin Thicke’s sixth studio album, Matthew Rolston Creative, Inc. was commissioned to create a concept for the album’s second single, Give it to Me. Sponsored by blu eCigs, as part of an intriguing promotional campaign — a fusion of advertising and entertainment — Rolston referenced imagery from fashion, beauty and dance and explored themes of smoke, light and fire. The approach conflates the erotic nature of the track and the act of smoking.