Despite protestations to the contrary, rapper, reality judge and Black Eyed Peas star Will.i.am 'makes time' to read the Wall Street Journal in a new TV commercial.

One moment he's overseeing a recording, next moment the Black Eyed Peas start - aka William James Adams - is checking the US business journal on his iPad, in a video happily restrained to just 30 seconds.

Multiple spots have been produced for TV, social media, digital and outdoor by New York's The & Partnership.

'People who don't have time, make time to read The Wall Street Journal', says the slogan.

The News Corp paper's editor-in-chief, Gerard Baker says the message recognises how busy its readers are, "which is why we are dedicated to surpassing their expectations every day through our peerless journalism - in print and digital, and in newsletters".

Watch the video here... if you've got time.