How Interscope Teased Eminem's New Album With Fake Pharma Ads That Were Almost Too Good

Ask your doctor about Revival

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If you come down with a bad case of Atrox Rithimus, you won’t need a doctor. This particular affliction isn’t deadly, though it could send club patrons screaming for the exit.

Atrox Rithimus, Latin for “bitter rhyme,” is, in fact, a made-up malady. It was injected into the mass-media corpus through a website, videos, billboards and toll-free phone messages a few months back by Deutsch and Interscope Records to promote Revival, the ninth studio album from rapper Eminem, which drops worldwide today.

Though

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