Kanye West is being hailed as a marketing genius after spending $7MILLION on a Super Bowl commercial to share a bizarre homemade video shot in the back of his CAR: 'It's the most Ye commercial ever!'
Kanye West scored a victory of sorts on Sunday night after spending $7 million of his own money to share a home-made video during the Super Bowl.
The bizarre rapper was present at Allegiant Stadium in Las Vegas as the Kansas City Chiefs triumphed over the San Francisco 49ers to claim their third title in five years.
But if his Alexander McQueen-designed crucifix mask hadn't attracted enough attention, the zero-budget commercial filmed to promote a new merchandising campaign certainly did.
In the 25-second clip, apparently filmed on a cell phone, West — his voice clearly affected by newly fitted titanium dentures — urges viewers to visit his Yeezy website while traveling in the backseat of a car.
“Because we spent all the money on the commercial, we didn't actually spend any money on the actual commercial,” he admits. “But the idea is I want you to go to Yeezy.com, and I have a pair of shoes, and ummmm… that's it.”
Kanye West scored a victory of sorts on Sunday night after spending $7 million of his own money to share a home-made video during the Super Bowl
In the 25-second clip, apparently filmed on a cell phone, West urges viewers to visit his Yeezy website while traveling in the backseat of a car
Brands like Dunkin' Donuts, Mountain Dew, Uber Eats and Oreo spent an average of $7 million each to secure an advertising spot during Sunday night's Super Bowl, watched by 114 million people around the world.
But even though West's bizarre homemade addition to the TV show clashed with the glossy, big-budget commercials that aired Sunday, fans claimed it was a stroke of marketing genius.
On X, formerly Twitter, one impressed viewer wrote: “The genius that is Kanye West. Put a commercial on the Super Bowl that goes beyond the Super Bowl.”
A second added: “The biggest Super Bowl commercial out there.”
While a third admitted: 'I haven't seen the Superbowl but I've seen this ad three times. Actually quite genius of you.'
Elsewhere, a fourth wrote: “Ye's #Superbowl commercial is the mosiest Ye commercial ever.”
The ad appeared to be a clever marketing ploy after West – who has renamed himself the abbreviated Ye – withdrew his latest album, Vultures 1, from streaming platforms and changed the album cover.
Sunday's commercial urged fans to visit his website, where new album-related merchandise is available for purchase. The album returned to streaming platforms Monday morning.
West entered enemy territory when he arrived at the Super Bowl on Sunday – where his rival Taylor Swift and ex-wife Kim Kardashian were both in attendance.
The rapper was in full disguise as he headed to the big match hand in hand with his wife Bianca Censori.
He wore an Alexander McQueen crucifix mask, a black leather jacket and shiny leather trousers, while Bianca wore a jacket and a shiny hooded accessory.
The designer mask was placed snugly over his head covering and was possibly worn as a tribute to the late designer, who died on February 11, 2010.
Kanye's marriage to Kim officially ended in 2021, and she has since started dating Odell Beckham Jr.