WARNING: Be Kanye May Cause Awesomeness·Increased Appeal·Heightened Sense of Style and Rhythm·The Cool Factor·Jaws to Drop·Heads to Turn·And Your Carpets to Turn Red
The campaign promotes "fast-acting Kanye tablets" that can turn anyone into Kanye West.
The first phase of the campaign was a late night spot spoofing infomercials. It featured a viral component, urging viewers to dial 1-877-BeKanye for more information on the seemingly magic tablets.
The infomercial look was also adopted for subway ads in NYC, which is where I first encountered the campaign.
The second phase, employs a more traditional spot in which a man appears to be Kanye until the effects wear off. The faux Kanye frantically opens another package of Be Kanye only to have another wannabe beat him to the punch, transforming into the rapper before the first faux Kanye's eyes.
Besides the obvious star power, what I think works about this campaign is the humorous approach, typically reserved for rum or tequila brands. In this DMDer's opinion, super luxury, "ultra premium" positioning of vodka is boring. The Be Kanye Now concept, which is light on branding, is fun and accessible. Absolut has successfully moved beyond the classic "bottle" campaign and has done something fresh.
If you are not of legal age, but still want to Be Kanye, may I recommend picking up a pair of shutter shades. Welcome to the good life.
3 Comments so far...
I heard there might have been some photos of DMDers with these shades?
Posted by Rowland on July 18 at 10:26 PMNot such a huge fan of Kanye, but have tons of respect for absolut and shutter shades...
Posted by corinne on July 21 at 8:38 AMYeah Carla - where is the picture of the super cool Kanye DMDer with the shades?
Posted by JR on July 23 at 10:02 AM