Beats By Dre enlists Seattle Seahawks Pro-Bowl cornerback Richard Sherman for its latest “Hear What You Want” commercial.

Fresh off his NFC Championship game-wining tip that denied 49ers wide receiver Michael Crabtree a touchdown and infamous trash-talking incidents, Sherman is swarmed by media in the locker room who probe him about his behavior and reputation, which prompts him to drown out the questions via his noise cancelling Beats.