07/01/08
Text: Nik Mercer
New York Magazine's Vulture reports on Kanye West's viral video for Absolut Vodka (of all things). In the minute-long "infomercial" (aren't they just the funniest!?), Kanye sells a fake Alka-Seltzer-like product called Be Kanye that instantly transforms the consumer into, well, Mr. West!
Were the video not for Absolut, we'd pass this one off as one of West's many attempts to gain some sort of cred through outrageous self-aggrandizement and egotism. Unfortunately, Absolut, it seems, is now taking advantage of West's larger-than-life head and spinning it in a pro-casual-drinking way with a hefty dose of peer pressure on the side. (Who doesn't want to be like the greatest rapper alive? What sort of highschooler would reject a product like Be Kanye?)
The infomercial positions itself as a below-the-belt swipe at the easily swayed, and that's a little depressing. Then again, what alcohol ad isn't exactly that? We just thought West would refuse to characterize and exploit his own out-of-this-world self-appreciation.
Get the full press release on Absolut's campaign here.
