Kanye West enjoyed a victory of sorts on Sunday night, sharing a homemade video he spent $7 million of his own money on during the Super Bowl.
The eccentric rapper was at Allegiant Stadium in Las Vegas watching the Kansas City Chiefs beat the San Francisco 49ers for their third championship in five years.
But if the Alexander McQueen-designed crucifix mask hadn't already garnered enough attention, the zero-budget commercial shot to promote a new product campaign certainly did.
The 25-second video, which appears to have been shot on a cell phone, shows West moving in the back seat of a car, giving viewers the impression that his voice is affected by his new titanium dentures. It prompts you to visit the Yeezy website.
“We spent all our money on commercial spots, so we actually didn't spend any money on actual commercials,” he admits. “But the purpose is, I want you guys to go to Yeezy.com. I bought some shoes. Um… that's it.”
Brands such as Dunkin Donuts, Mountain Dew, Uber Eats and Oreo spent an average of $7 million each to secure advertising space for Sunday night's Super Bowl, which was watched by 114 million people worldwide.
But while West's strange, homemade addition to his TV schedule was at odds with the extravagant, big-budget commercial that aired on Sunday, fans claimed it was a stroke of marketing genius. .
One impressed viewer wrote on X (formerly Twitter): “Genius Kanye West.” Run a commercial at the Super Bowl that will be popular beyond the Super Bowl. ”
A second added: “Best Super Bowl commercial ever.”
Meanwhile, a third person admitted, “I haven't watched the Super Bowl, but I've seen this ad three times.” In fact, you're quite a genius. ”
Elsewhere, a fourth person wrote: “Yeh's #SuperBowl commercial is the most fuzzy Yeh commercial ever.”
The ad appears to be a clever marketing ploy after West, who rebranded himself as “Yeh” for short, removed his latest album, Vultures 1, from streaming platforms and changed the cover art. It looked like.
Sunday's commercial prompted fans to visit his website, where they can purchase merchandise related to the new album. The album returned to streaming platforms on Monday morning.
West entered enemy territory when he arrived at the Super Bowl on Sunday, where rival Taylor Swift and ex-wife Kim Kardashian were also in attendance.
The rapper was fully disguised and accompanied by his wife Bianca Censoli for the big match.
He wore an Alexander McQueen crucifix mask, black leather jacket and shiny leather trousers, while Bianca wore a jacket and shiny hooded accessory.
The designer's mask rests tightly over his head covering, likely worn in honor of the late designer, who passed away on February 11, 2010.
Kanye's marriage to Kim officially ended in 2021, after which Kanye started dating Odell Beckham Jr.