According to reports in trade publications, 30 seconds of airtime during the big game came with a price tag of about $7 million this year, and that's just for the slot. Once you add talent and production costs, which are very high because every company wants to go "big" for the Super Bowl, the tally shoots up into the tens of millions.
Well, forget about all that. Who needs cinematic productions, good storytelling, or a dazzling ensemble of the biggest stars in the world? Who needs extended cuts, humor, or maybe even the Easter egg of a new product announcement? All Kanye West needs for a Super Bowl ad is his wife's Toyota Mega Cruiser and his own phone. And, of course, the money to pay for the slot.
So he shot a video while riding shotgun in his wife's car, on his phone, addressing the audience directly without as much as talking points. He even admits that he spent so much money on the commercial spot that he "actually didn't spend any money on the actual commercial." His ad, which is now viral, is branded either a stroke of marketing genius or the most cringe celebrity moment of the year. However you see it depends on your feelings towards Ye.
For us, this surprise Super Bowl drop is confirmation that Ye loves his wife's new car as much as she does. Not that anyone could blame him: it's a customized Toyota Mega Cruiser that's both badass and very rare.
According to customizer Camplife Customs, who did the work on it, Kanye bought it for his current wife, Bianca, and she's been driving it since. But Kanye is totally getting his money's worth, featuring it in his viral Super Bowl ad and using it as the prop vehicle for an upcoming music video.
Kanye West’s Super Bowl commercial pic.twitter.com/6JRdilXvMJ— IG: @whatisdropping (@whatisdropping) February 12, 2024