West has achieved the impossible! He's made us not want to drink vodka. Hip-hop's biggest ego is appearing in a viral ad campaign for Absolut vodka that may cause nausea before you take your first sip of the mediocre brand of potato juice.
The "Be Kanye" spot features West, a blonde chick, and a schlubby white dude pretending to be in a cheesy infomercial for a "Be Kanye" tablet that lets you experience Kanye's magical superstar powers. If you call 1-877-BE-KANYE or go to www.bekanyenow.com, it turns out, it's all fake! Surprise! There are no special Kanye tablets, just a cheesy, trying-too-hard-to-be-hip marketing scheme. Kanye is no stranger to shilling, his current tour is sponsored by Absolut and he's designing a shoe line for Louis Vuitton, but this spot is a new low.