Kanye ‘Ye’ West Promotes Yeezy Fashion Line During Super Bowl

Kanye “Ye” West bought airtime during Super Bowl LVIII to promote his fashion line, Yeezy.

The half-minute spot looks like it was shot on West’s cellphone, and he appears to be riding in a vehicle, talking directly into the camera.

More from The Hollywood Reporter

• Super Bowl Ads Reflect What Divides Us: Religion, the Election and Bud Light

• Why Was Jack Dorsey Wearing a "Satoshi" T-Shirt at the Super Bowl?

• Usher and Longtime Girlfriend Jennifer Goicoechea Obtained a Marriage License in Las Vegas Ahead of Game Day

“Hey y’all, this is Ye, and this is my commercial,” he said. “And since we spent all the money on the commercial spot, we actually — we didn’t spend any money on the actual commercial. But the idea is I want you to go to yeezy.com.”

He then spelled it out for viewers and added, “I’m gonna write it at the bottom of the screen and I got some shoes and mmmm that’s it.”

However, not all Super Bowl viewers saw the commercial as the spot didn’t air in all markets. It’s unclear exactly where it aired, though The Hollywood Reporter viewed the commercial on a Miami affiliate, but it did not air in Los Angeles.

That suggests that West probably purchased the ad time on a regional basis, meaning he didn’t spend the $7 million that CBS Sports said 30-second spots were going for on a national level.

Super Bowl LVIII, airing on CBS and Paramount+, features the Kansas City Chiefs taking on the San Francisco 49ers, who are playing at Allegiant Stadium in Las Vegas.

Best of The Hollywood Reporter

• Meet the Superstars Who Glam Up Hollywood’s A-List 

• Rosie O'Donnell on Ellen, Madonna, Trump and 40 Years in the Queer Spotlight

• Hollywood’s 25 Most Powerful Stylists: Why Sydney Sweeney, Sadie Sink, Anne Hathaway, Angela Bassett and Jodie Turner-Smith Love Their Image Makers