Kanye West, the ever-controversial artist and entrepreneur, once again made headlines with his unconventional approach to marketing his Yeezy fashion brand. During the 2024 Super Bowl, West purchased a local TV ad slot in Los Angeles to promote his brand. The ad, which was not aired nationally but reached viewers in one of the country’s largest markets, featured West in a dentist’s chair, casually addressing the audience as if they were old friends. With his signature lo-fi aesthetic, West claimed the ad was shot on an iPhone, a deliberate choice that added to the raw, unpolished vibe of the clip. “So what’s up, guys? I spent all the money to put a commercial on these new teeth,” he said, referencing the dental setting. After a moment of awkward stammering, he simply said, “Go to yeezy.com.” The ad’s simplicity andeel of spontaneity were classic West, blending humor, humility, and a touch of irreverence.
The ad’s setting—a dentist’s chair—carried layers of meaning that fans and critics alike couldn’t help but dissect. West’s ex-chief of staff, Milo Yiannopoulos, made headlines last year by alleging that a celebrity dentist had supplied West with nitrous oxide in an attempt to exploit him financially. Yiannopoulos even shared screenshots of group texts that appeared to show West requesting the substance, with the dentist happily obliging. While West has not publicly confirmed these claims, the dentist chair in the ad seemed to nod to the controversy, framing it as yet another chapter in his larger-than-life narrative. For West, the line between personal life and public image has always been blurred, and this ad was no exception. It felt like a wink to his audience, as if to say, “Yes, I’m aware of the rumors—and here I am, still doing me.”
The ad’s release coincided with a wave of backlash directed at West for his recent string of antisemitic remarks. In a series of posts on X (formerly Twitter), West sparked outrage by declaring, “I’m a Nazi,” calling Adolf Hitler “so fresh,” and stating that he loves it when Jewish people tell him they can’t work with him. The Anti-Defamation League (ADL) and the American Jewish Committee were among the organizations that swiftly condemned his comments, labeling them as hateful and dangerous. West, however, has refused to back down, stating unequivocally that he would “never apologize” for his remarks. This latest controversy has only intensified the polarizing effect West has on the public, with some defenders accusing critics of overreacting and others demanding accountability for his words.
West’s ability to generate headlines extends far beyond his music and fashion ventures. Just the week before the Super Bowl, he and his wife, Bianca Censori, turned heads outside the Grammys. Censori, who has been a quieter figure in West’s life compared to his previous partners, made a bold statement by removing her fur coat to reveal a sheer slip dress that left her nearly nude. The moment, captured by cameras, was classic Kanye—provocative, boundary-pushing, and designed to spark conversation. For West, every public appearance is an opportunity to assert his presence and challenge societal norms, even if it means courting controversy. His willingness to take risks, both personally and professionally, has always been a defining feature of his career.
This wasn’t the first time West has used a Super Bowl ad to promote Yeezy. Last year, he similarly purchased a local ad spot for yeezy.com, though that one didn’t air in major markets like New York or Los Angeles. The strategy of targeting specific regions with localized ads allows West to experiment with his messaging without the pressure of a national audience, though it also limits the reach of his campaign. For West, the value of these ads may lie less in their immediate commercial impact and more in the buzz they generate. By keeping the production low-key and the delivery personal, West reinforces the DIY ethos that has long been central to his brand. It’s a testament to his belief that authenticity, even in advertising, can be a powerful tool.
As West continues to navigate the complexities of his public persona, it’s clear that his ability to provoke and inspire remains unmatched. Whether through lo-fi ads, provocative statements, or daring fashion choices, West is determined to stay in the spotlight, even when the attention comes at a cost. For some, his antics are a sign of genius, evidence of an artist unafraid to challenge the status quo. For others, they represent a troubling pattern of behavior that blurs the lines between creativity and irresponsibility. Whatever one’s opinion, there’s no denying that Kanye West is a cultural force unlike any other—a man who, for better or worse, always leaves an indelible mark on the world around him.
