Market Data
Ye’s Controversial Super Bowl Commercial
During the Super Bowl, rapper and designer Ye (formerly known as Kanye West) aired a 30-second commercial in some local markets that directed viewers to a website selling a single item: a $20 white T-shirt emblazoned with a black swastika. In the ad, Ye, appearing to film a close-up of his face while lying in a dentist’s chair, joked about spending all his money on new teeth. "I spent, like, all the money for the commercial on these new teeth," he said, smiling into the camera. "So, once again, I had to shoot it on the iPhone." The commercial then directed viewers to his online store, Yeezy.com.
Website and Immediate Backlash
Upon the ad’s airing on Sunday night, Yeezy.com was initially selling a range of non-branded clothing. However, shortly after the commercial, the site was only offering the T-shirt with the swastika. By Tuesday morning, the website appeared to have gone offline, replaced by a message stating, "This store is unavailable." A spokesperson for Shopify, the platform hosting the website, confirmed that Ye’s online store was removed due to violations of the company’s terms of service, citing that it did not engage in authentic commerce practices.
Context and Controversy
The commercial aired just days after Ye unleashed a inflammatory rant on social media, where he called himself a Nazi and professed his love for Adolf Hitler. He later deactivated his X (formerly Twitter) account. The Anti-Defamation League (ADL) swiftly condemned the commercial, emphasizing that the swastika is the primary emblem of the Nazis, used to galvanize supporters and instill fear among those targeted by antisemitism and white supremacy. "There’s no excuse for this kind of behavior," the ADL wrote on X.
Previous Incidents and Responses
This incident is not isolated. In 2022, Ye was suspended from X after posting a series of offensive messages, including an image of a swastika inside the Star of David. Elon Musk, the owner of X, cited a violation of the platform’s rule against incitement of violence. Eight months later, however, X reinstated Ye’s account. In 2023, Ye apologized to the Jewish community for his comments with a post on Instagram written in Hebrew. Despite these efforts, his recent actions have reignited concerns and criticism.
The Super Bowl Ad’s Placement and Cost
Ye appears to have purchased the ad in local markets, and it was not broadcast nationally. According to The Hollywood Reporter, the ad ran again on Fox in the same markets a few hours after the game. While national Super Bowl ads can cost millions of dollars, local ads, which air in select locations, are significantly less expensive. Fox, which broadcast the Super Bowl, did not immediately respond to a request for comment on Tuesday.
Ye’s Public Persona and Mental Health
In the past, Ye has been open about his mental health, stating that he was diagnosed with bipolar disorder. However, in a podcast interview released last week, he claimed that he had been misdiagnosed and that he has autism. This shift in diagnosis further complicates the public’s understanding of his actions and statements. A representative for Ye did not immediately respond to a request for comment on the recent controversy. The series of events surrounding the commercial and Ye’s statements continues to draw scrutiny and criticism, highlighting the ongoing challenges in his public persona.
