“Lamborghini mercy / Your chick she’s so thirsty,” is a line constantly heard sonically streaming over the radio. Mr. West is not just throwing the word “Mercy” in because it rhymes with thirsty, but because it specifically refers to the Lamborghini Murcielago, a high-end, extremely expensive car fashioned by the Italian company.
As a single within the top 20 of the Billboard Hot 100, there is no doubt that this song has gotten a lot of publicity for both G.O.O.D. Music and Lamborghini itself. In an interview with Complex Magazine, a Lamborghini rep made it clear that they appreciated the hype: “most owners tell us they’ve had a lifelong love affair with the brand before they actually purchased the Lamborghini. This is another example of the use of a Lamborghini in various art forms. Communicating success, individuality and creativity are hallmarks of the brand.”
It seems the brand fits right in with the lifestyle Kanye and his crew are trying to live; why wasn’t the Murcielago in the “Mercy” video, then?
The video, which was shot in a garage in the Arab state of Qatar, sported a Lamborghini Gallardo LP560, and not the merciless Murcielago. Nabil Elderkin, the director of the video, had this to say about the situation: “We used that car because it was the only thing available at the time of the shoot. Can you tell Lambo to let me take one [Murcielago] for one day?”
Either way, it’s refreshing to see an international brand reciprocate the love from a hip-hop mogul, and from the last videos dropped by Mr. West, “Mercy” will not be a disappointment.
Props: Complex
-Kevin Shea (@kevinnshea)
