Tag commercial- what the hell are they selling?

There's Tag Spray and a Tag Records. One is an Aqua Net cologne for $5.99, the other is a record company ran by Jermaine Dupri, who overlooks creative and business development.

I know both companies are seperate entities, BUT WHAT THE HELL IS THIS COMMERCIAL FOR? THE RECORD COMPANY? OR THE DOUCHEBAG SPRAY?

The commercial is SICK. The art direction (though eerily similar to 300) and concept is beautiful. But the whole point of advertising is to communicate a message, right? What is this ad saying? Ugh- so confused.

CONFUSION UPDATE: OK, so Tag is the spray, TAG is the record company. But dude, riddle me this: hip hop and body spray caters to the same demo, right? 16-25 year old males? Why would JD name his hip hop company after another 16-25YO male household product? THEN USE THE EXACT PRODUCT IN A COMMERCIAL HE PAID FOR? More confused now...