Rapper Eminem has recruited one of America's top TV pitchmen in a savvy move to help boost his new album, 'Recovery'.

Vince Shlomi, who fronts ads for Sham Wow mops and Slap Chop kitchenware, has been brought onboard to give Eminem's new release a TV shopper-friendly spin as part of a comical new EmWow advert.

In the advert, Shlomi says, "The Eminem CD has dozens of uses. It cuts razor-thin slices! Use it as a coaster! Put it on your hose!"