Well, known rapper and fashion mogul Kanye "Ye" West has seized the opportunity with a stroke of audacity in marketing to show off his Yeezy fashion line in the most-watched Super Bowl LVIII.
This is "the lion of Gucci"—still as the male lead in a Netflix movie, while simultaneously seeking the What is unique is that West bought air time – a strategy that was out of the normal grand Super Bowl ad class and was rather more individualistic and directly connecting.
The ad ran just 30 seconds long and had an informal and raw feel as if it had been shot from West's phone. The footage showed West talking informally to the camera, from what looked like a car. "Hey y'all, this is Ye, and this is my commercial," he begins with a very casual, conversational delivery.
He jokes that the budget for the commercial itself wasn't much but went rather into grabbing up the air time. "And since we spent all the money on the commercial spot, we actually— we didn't spend any money on the actual commercial," West explains.
He directly called on the audience to visit yeezy.com, even spelling the name of the site and playfully referred to the sale of shoes.
Selective Ad Strategy
However, the ad was not addressed to the audience of the Super Bowl only.
It was being chosen to be aired and not airing everywhere. A report from The Hollywood Reporter confirmed the commercial was airing on a Miami affiliate but was largely absent from the Los Angeles airwaves. A more targeted approach like that would mean West might have only wanted to advertise regionally, and so the cost of advertising would be nowhere close to the $7 million that CBS Sports was reported to be asking for one national ad spot.
The high-stakes event—Super Bowl LVIII—will be shown on CBS and Paramount+ on the network's and streamer's regular TV feeds, staging the Kansas City Chiefs versus the San Francisco 49ers from Las Vegas' Allegiant Stadium. And, of course, the game is invariably a viewer magnet, having provided a plum platform for top-drawer ads.