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Kanye West has never been easy to figure out, even before he became radioactive goods following antisemitic rantings on social media in 2022 and an appearance on Alex Jones’ show InfoWars in which he announced, “I like Hitler.”
Over the years, the multiplatinum-selling rapper has also dined with white nationalist Nick Fuentes, announced that George Floyd had actually died from fentanyl, and opined that slavery was a “choice.”
Yet even from a figure as enigmatic as West—who has gone by Ye since 2021—the Super Bowl spot that he shot himself on his iPhone left many viewers baffled on Sunday night.
In the 27-second video, West is lying in a dentist’s chair, wearing a blue bib, and sporting diamond dentures.
“What’s up guys?” he says. “I spent all the money for the commercial on these new teeth, so, once again, I had to shoot it on the iPhone. Um… um… go to Yeezy.com.” The video closes with a gray screen with the goad, “Go to Yeezy.com.”
New Kanye West Super Bowl LIX Advert😭
“I spent all the money for the commercial on these new teeth so, once again, I had to shoot it on the iPhone” pic.twitter.com/jK6nyl1hP3
— MukzsRAP (@mukzsRAP) February 10, 2025
Hollywood Reporter speculated that the ad was a “local buy.”
Yeezy is the clothing brand that West founded in 2013. He’d already been designing for Nike, and Adidas wanted in on a Kanye deal of its own. But after a royalty dispute, Nike cut ties with West in 2014.
The association with West had been good for Adidas, which held onto the mercurial and capricious performer until the now-notorious 2022 incident, in which West appeared at his YZY SZN fashion show in Paris wearing a shirt emblazoned with “White Lives Matter.” That, and West’s tweet, “I’m going death con 3 on Jewish people,” finally prompted Adidas to rip up West’s contract, too.
Yeezy.com is a stripped-down e-commerce site that features a selection of hoodies, track pants and socks in white, gray, and black.
During its peak years with Adidas, the Yeezy brand cranked a reported $1.7 billion in sales. It’s unclear how much revenue it generates now.
The loss of brand partners including Gap, Balenciaga, Nike, and Adidas has cost West a hefty chunk of his personal fortune, but his net worth still stands at $400 million, according to Forbes.
It’s enough to afford 30 seconds of ad time in the Super Bowl.