Jay-Z keeps his promo machine rolling.

Hov's new album, 4:44, is undoubtedly the biggest release of the week and the legendary rapper is whetting the appetites of fans even more with a brand-new teaser ad that features Oscar-winning actress Lupita Nyong'o.

Moody chords emphasize a sparse, black-and-white set of images that have Nyong'o looking pained and eventually tearing up, presumably in reaction to whatever she's seeing off-camera. Cryptic to be sure, but then that's been Jay's style throughout the short promotional run for 4:44. With two short ads posted today to go with a previous teaser, the anticipation is reaching peak levels ahead of Friday's drop.

Watch it below.