This is a new Beats By Dre “Hear What You Want” spot featuring Kevin Garnett, and it’s quite intense by commercial standards. It features Garnett blocking out his haters – first Skip Bayless, who says he’s too old to play, then some savage opposing fans – with the noise-canceling headphones.

The fans are the most ruthless part of the ad – they spit, throw eggs, and even hurl a racial insult at Garnett as he heads to a game. It’s a pretty jarring scene but it makes for a pretty great commercial.