Kanye West promoted his Yeezy fashion line during Super Bowl LVIII with a 30-second ad that reportedly cost him nearly $7 million.
The rapper, 49, appeared to have filmed the Yeezy.com commercial with his cell phone camera in the backseat of a car. “Hey guys, this is Ye and this is my commercial,” he said. “And since we spent all the money on the commercial, we actually – we didn’t spend any money on the commercial itself. But the idea is I want you to go to Yeezy.com.”
West, who legally changed his name to Ye, explained the site to viewers before adding: “I'm going to write at the bottom of the screen and I picked up some shoes and mmmm that's it.”
According to The Hollywood Reporter, the 30-second ad only aired in select markets. Although the cost of a national commercial space is reportedly $7 million, it is likely that West did not pay the full amount as the ad only appeared regionally. The Super Bowl aired on CBS and was available to stream on Paramount+.
Although only a few Super Bowl viewers saw the Yeezy ad on Sunday night, clips of West's commercial went viral the next day. In a TikTok repost, many users expressed their confusion over the brief but straightforward commercial.
“Is this real or not haha,” commented one TikTok user.
“Most Kanye commercials,” said someone else.
“He looks like a kid with a small business,” another person joked.
One user praised the 30-second ad as “marketing genius,” while another person wrote, “Brother is living in a different reality.”
The commercial was intended to promote the controversial designer's new look. Yeezy Pods shoes, which are selling for just $20. In addition to the foldable sock-shaped shoes, a number of graphic tees and pants were also selling for $20 — including a white top with the word “Molhado” written on it, and Long sleeve shirts promoting his recently released album, Vultures.
This wasn't the only memorable commercial aired during the 2024 Super Bowl. Most notably, fans declared Ben Affleck's commercial for Dunkin' the best ad of the night. The actor was accompanied by his wife Jennifer Lopez, his best friend Matt Damon, Jack Harlow and Tom Brady. Several other celebrities made cameos in Super Bowl ads, such as Kris Jenner for Oreo and a Hellmann's mayonnaise ad starring Kate McKinnon.
Super Bowl LVIII, played at Allegiant Stadium in Las Vegas, Nevada, saw the Kansas City Chiefs defeat the San Francisco 49ers in overtime, 25-22.