In a shocking turn of events during Super Bowl Sunday, rapper Kanye West pulled off a controversial bait-and-switch advertising scheme that left TV executives and media buyers stunned.
West purchased local advertising spots during the Super Bowl to promote his website Yeezy.com. The 30-second commercial, shot on an iPhone, featured West sitting in what appeared to be a dentist's chair, making casual remarks about spending the ad budget on new teeth.
The low-budget ad initially passed legal scrutiny since it contained no questionable content. At the time of approval, Yeezy.com displayed a standard Shopify store selling non-branded clothing items.
However, within an hour of the ad airing in Los Angeles and other markets, West dramatically altered the website's content. The entire product catalog was replaced with a single item - a $20 white t-shirt featuring a swastika symbol.
The ad ran on three Fox-owned stations, including KTTV Los Angeles. While national Super Bowl ads undergo intense scrutiny, West's local spot avoided detailed examination by blending in with typical local business advertisements.
This incident follows West's recent controversial behavior, including antisemitic statements and pro-Nazi declarations on social media. His X (formerly Twitter) account was deactivated after he posted racist comments and praised Hitler.
The incident has sparked criticism of Shopify, the e-commerce platform hosting West's store. Crisis PR expert Ronn Torossian called it "a colossal PR mistake," condemning the platform for allowing the sale of Nazi symbolism.
Representatives from Fox TV Stations and USIM, the ad agency responsible for placing the spot, have not responded to requests for comment. Shopify has also remained silent on the matter.
Local Super Bowl advertising spots typically cost hundreds of thousands of dollars, though significantly less than national ads. Controversial advertisers often choose local spots to maintain a lower profile while reaching Super Bowl audiences.