We’ve seen a lot of weird endorsements, but we’ve never seen anything quite like this.
Ostensibly, it’s an ad for Absolut Vodka, but the Absolut name isn’t mentioned until the final shot and vodka isn’t mentioned at all. It looks like an infomercial but the product is not just imaginary but also impossible. And why are there flying tigers? How could this have happened? How could a video this strange not only come into existence, but be produced and aired on a commercial scale?
The answer, of course, is Kanye.
Like George Clinton before him, Kanye has reached the point where his mere involvement in a project is enough to render it strange beyond recognition. Apparently the Murakami performance was only the beginning. Who else could earnestly say “I’m typing so fucking hard I might break my fucking mac book air!”? We may never take sunglasses seriously again.
You’ve been warned.
- — Russell Brandom