Identifying with your target market!

I recently saw this ad on TV:

http://www.youtube.com/watch?v=ErQcFpWhkFM

I found it worth mentioning because of how consumers identify with the commercial. The sound used throughout the commercial is called "auto-tuning" and was primarily used by the rapper T-pain. In branching out from the rap scene, T-Pain's sound has been introduced here in the Budweiser commercial. Will this increase their maket penetration? People formerly into the rap markets may find the drink more attractive now that T-Pain's name is on it.