Words by Comfort Nnana Kalu

The Super Bowl is just around the corner… and with the Super Bowl comes mind-blowing ads.

These ads usually cost a pretty penny, reaching upwards of $5 million dollars for a 30 second slot. Many companies have been trying to get more bang for their buck by releasing commercials before the big game. Amazon has released a funny spot featuring Cardi B as the voice of Alexa and now Rihanna is following suit by releasing her Super Bowl ad for Fenty Beauty.

Rihanna’s Fenty Beauty ad features viral sensation Saweetie. Saweetie went viral in 2017 after releasing her fun anthem “Icy Girl.” The Fenty ad features a group of women getting ready for the Super Bowl. While primping, the ladies turn to each other, punctuating the controversial term of endearment “B***tch.” The concept of the ad plays off of the uber popular 90’s Budweiser’s  “Wassssup” ad  that was revisited in with new spruced up frogs commercial in 2000s where they yelped “Wassssup”. While the ad execs are banking on the ladies saying “B***tch” becoming an accepted modernized twist to the classic commercial, many womanists and feminists disagrees.

Popular actor Eden Duncan-Smith, while she loves Rihanna says,

“These ad execs believe themselves to be culture creators. The responsibility that lies in their ability push culture forward is pulled back by using this hurtful word as a term of endearment.”

Regardless, the spot will be seen by millions this weekend and prompt thousands of women to rush out and cop the face paint. The commercial showcases each woman’s glow by the use of Fenty Beauty’s products.

Catch the hilarious Super Bowl ad down below!