Kim Kardashian West is the new face of the energy drink Hype Energy Drink and her first commercial appearance is a weird one. Most energy drinks show action sports, dancing, or maybe even ‘giving you wings’ but Hype Energy Drink seems to do just the opposite.
The ad begins with a close-up on Kim’s giant diamond ring then focus adjusts to show her on the ground with a spinning bicycle wheel in the background. The ad then cuts to Kim dressed in black pants and turtle neck leisurely riding a bike in a reference to a famous photo of Audrey Hepburn in 1954. She crashes and lays unconscious with all her Hype Energy cans strewn on the asphalt.
Okay, Hepburn … leisurely rides … still not very energetic. If it wasn’t for the crash and product placement, this could be an advertisement for a fragrance.
Next we see Kim dressed as French monarch Marie Antoinette. There are a few long gazes into the camera and a gratuitous cleavage shot before 18th century Kim sips some Hype Energy Drink out of a crystal glass.
Nothing says Hype Energy Drink like an 18th century monarch that would eventually face the guillotine. Right?
The sip somehow revives Hepburn Kardashian and she gingerly walks her bike away. Before you can really process how glad you are that she decided to walk her bike (Kim should really use some safety gear) and what the effects energy drinks would have on a minor concussion, the ad changes again. This time we get a futuristic Kim in various outfits and hairstyles with cleavage, cornrows, white leather, black leather, and lace up boots. All these images are quick cut to a techno beat.
Are you confused yet?
Want an energy drink?
Watch it for yourself below and let us know if you can figure out WTF the point was.
Bradford Hornsby is an editor, music writer, web producer, and pop culture blogger for CBS stations in the San Francisco Bay Area. Find him on Twitter at @bradfordhornsby.