Kanye West reportedly misled an advertising agency to air an antisemitic advertisement during the Super Bowl. He swapped the website content after the commercial was broadcast to promote a t-shirt with a swastika symbol.
The 15-second commercial featured the rapper in a dentist chair. It was initially presented as showing him discussing dental work and then directing viewers to his Yeezy.com website for regular merchandise. However the Wall Street Journal reported that the site was emptied of all items and replaced with the offensive Nazi symbol shortly after the ad aired around 9:30 p.m. ET in certain markets. These markets included Fox affiliates in Los Angeles Philadelphia and Atlanta as well as a Nexstar-owned Fox station in St. Louis Mo.
USIM the advertising agency that placed the ad had submitted the commercial to TV stations the previous Thursday. They assured broadcasters the content was reviewed according to the Journal's report. Executives at both Fox and Nexstar checked the Yeezy website at that time and only found standard athletic wear for sale.
Days before the Super Bowl West also known as Ye posted several provocative messages on X. These included statements like “whip your Jews” and “I love Hitler.”
Shopify the e-commerce platform hosting Yeezy website faced criticism for keeping the site active post-Super Bowl. They later shut down the online store on Tuesday. The company stated that West's website had breached its policies and did not follow "authentic commerce practices."
Doug Livingston president and COO of USIM confirmed that the agency vetted the ad before submission and found no problematic content. Yeezy LLC executives hired the agency weeks prior. However USIM ended its relationship with the brand on Friday after West's offensive social media posts.
USIM informed TV stations on Monday to stop airing the ad as soon as they realized the merchandise's true nature. Regional Super Bowl commercials have a different approval process than national ads. Local stations often handle approvals. National ads need Fox and NFL approval. A source familiar with the situation mentioned that Yeezy website seemed like a normal retail platform during the review.
Fox Sports and NFL officials stated they had no prior awareness of the ad before it aired. The NFL released a statement on Tuesday condemning antisemitism and stressed it had no role in approving or airing the advertisement.
Super Bowl ad slots can cost up to $8 million for 30 seconds nationally. Regional buys provide a cheaper way for brands to get attention. Advertisers sometimes use local spots to build hype and avoid national commercial costs. A local Super Bowl ad slot in the Los Angeles market was estimated around $1 million.
Organizations such as the Anti-Defamation League and the American Jewish Committee quickly condemned West's social media outburst last week. The backlash was immediate even though his account remained active through the weekend and the ad ran as scheduled. The Anti-Defamation League sent protest letters to Fox and Nexstar. They urged viewers to complain about the advertisement.
This recent issue is part of a long pattern of antisemitic remarks from West. It has resulted in lost business deals with Adidas and Gap among others. In 2022 X suspended him after he posted a swastika. Platform owner Elon Musk cited a violation of the site’s policy against inciting violence. His account was reinstated in mid-2023. However X announced he could not monetize content or have ads with his posts.
What The Super Bowl Ad Controversy Means For Kanye West's Brand
Kanye West's Brand Image Faces Further Damage
This Super Bowl ad incident intensifies the harm to Kanye West's brand. His repeated antisemitic remarks have already cost him significant partnerships and reputation damage. This event is likely to alienate more business partners and the public. The association with Nazi symbols in a Super Bowl ad amplifies the negative perception of his brand. It may severely limit future opportunities for collaborations and commercial success.
Our Take On The Super Bowl Ad And Swastika Merch
Platforms and Broadcasters Face Scrutiny Over Content Moderation
Kanye West's Super Bowl ad controversy highlights concerns about content moderation on media platforms and broadcast channels. Even though regional ads have different approval processes this incident raises questions about due diligence. The fact that the Yeezy website content was changed after initial checks also points to potential loopholes in advertising standards. Social media platforms and e-commerce services also face pressure to effectively address hate speech and prevent misuse of their services for promoting offensive merchandise. The balance between free speech and preventing harmful content remains a complex issue for these platforms to navigate. This situation underscores the need for robust content review processes and swift action against policy violations to maintain public trust and social responsibility.
Source: nypost.com, washingtonpost.com, usmagazine.com, variety.com