Ellas McDaniel is one of the handful of guys who invented the thing we now call rock ’n’ roll. If there’s a band in creation that hasn’t played his enduring beat, we’ve never heard of them. And with his cowboy hat, custom box guitar and sexually insinuating lyrics, he also helped invent the persona of the rock ’n’ roll badass. So it was only appropriate that, when Bo Diddley headed off to rock ’n’ roll heaven two weeks ago, Hard Rock, which owns so much of his stuff (including his first, homemade guitar, pictured above), put out a tribute ad. This is it, conceived and created by D/C.