In many ways, Super Bowl commercials are just as much a spectacle as the game itself. These ads are scrutinized every year, and for those not fully invested in the sport, they add an extra layer of enjoyment. They could also be a part of the reason why this year’s NFL finale gathered a record-breaking TV audience.

However, securing airtime during America’s biggest sporting event comes at a steep price. A 30-second spot costs a staggering $7 million. This was a price Kanye West was willing to pay to promote his shoe brand, Yeezy.

Yet it seems the budget for the ad itself may have been stretched thin by that for the time airtime secured. The commercial itself was … well, less than impressive.

But what’s the purpose of a commercial? Naturally, there are various reasons why someone would be willing to shell out $7 million. Brand awareness is an obvious one. Another goal might be to drive sales. West had exactly that ambition, as he made abundantly clear in the commercial.

And somehow, it seems to have worked. The artist took to his own social media platforms to share that the day after Super Bowl LVIII, Yeezy sales soared to a whopping $19.3 million.

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