Decoding Kendrick Lamar’s Super Bowl Commercial: An Art Critique

Kendrick Lamar is back at it again, dropping another enigmatic video that has everyone buzzing. This time, it’s his Super Bowl commercial, and as expected, the visuals are simple yet layered with meaning. Being a fan of both Kendrick’s artistry and decoding hidden messages, I couldn’t resist diving in and breaking this down for you. Here's what I observed and why I believe Kendrick is hinting at Tyler, The Creator as his surprise guest performer—yes, Tyler, not SZA, as the video might initially lead you to believe. Let’s get into it.

The Observations

The video opens with an aerial shot of Kendrick on a football field. The muted colors—black and white, or perhaps a monochromatic gray—immediately set the tone. It’s dark, with no visible shadows, and Kendrick is pacing back and forth while on the phone with an unknown person.

The camera captures key details on the field: the 30-yard line, 20-yard line, and 10-yard line, which I’ll revisit later. At the top of the screen, a line of men begins marching down the field from the 10-yard line to the 30-yard line in a militant, uniform manner. Meanwhile, Kendrick is centered near the bottom of the screen, moving alone.

Then, an unknown figure approaches Kendrick. The shot cuts to their back, then to Kendrick’s front, revealing none other than SZA. She walks up to him and pours a bucket of blue Gatorade on him from an orange bucket. Kendrick remains expressionless as this unfolds in slow motion.

As the Gatorade spills, Kendrick’s song "Hey Now" from his GNX album begins to play. The combination of visuals, sound, and symbolism feels deliberate, and while it might seem like Kendrick is announcing SZA as his guest performer, I think he’s pointing us in a completely different direction.

Why I Think It’s Tyler, The Creator

Here’s my theory: Kendrick is using subtle visual and thematic clues to suggest Tyler, The Creator will join him for his Super Bowl performance. Let me explain.

1. The Monochrome Visuals

The video’s muted colors immediately reminded me of Tyler’s latest album, Chromacopia. Throughout the album’s visuals, Tyler leans into a monochromatic or achromatic color scheme, with black and white dominating his aesthetic. This thematic choice feels similar to Kendrick’s video. In Chromacopia, color often signifies a shift or climax in the narrative, and Kendrick may be mirroring this idea.

2. The Marching Men

Tyler frequently incorporates marching bands or uniformed men into his visuals and performances. In fact, one of his music videos (I’ll update the title later) features an aerial shot of a field where uniformed figures march in unison. This is nearly identical to Kendrick’s Super Bowl announcement video. The marching men could be a nod to Tyler’s visual storytelling style, tying the two together thematically.

3. Los Angeles Unity

Both Kendrick and Tyler hail from LA—Kendrick from Compton and Tyler from Hawthorne. While they’re both undeniably West Coast artists, neither fits the stereotypical “West Coast sound.” This collaboration could be a statement about the diversity of talent the West Coast has to offer. Kendrick has always been about uplifting his community, and this could be his way of putting Tyler on a global stage, solidifying his place as a key figure in LA’s music scene.

4. The Hey Now Freestyle Connection

Here’s the clincher: the song that plays at the end of Kendrick’s video, "Hey Now," ties directly to Tyler. On New Year’s Day 2024, Tyler dropped a surprise freestyle over the "Hey Now" beat, paying homage to his hometown of Hawthorne, California. The video featured Tyler standing in front of local landmarks like Freeman Market and the Gardena Swap Meet. The fact that Kendrick chose this beat to sample in the announcement video feels like a direct nod to Tyler and his LA roots.

5. The Gatorade Scene

While SZA pouring Gatorade on Kendrick might suggest she’s the guest performer, I think this moment is intentionally misleading. It’s almost too obvious. Kendrick is known for subverting expectations, and this feels like a red herring to keep us from guessing the real surprise.

Why It Matters

This potential Kendrick-Tyler collaboration would make a huge statement. Tyler has consistently broken boundaries in hip-hop, but his contributions to the West Coast scene are often overlooked. By sharing the Super Bowl stage, Kendrick could spotlight Tyler as an essential figure in LA’s musical legacy.

Final Thoughts

So, there you have it. All signs point to Tyler, The Creator being Kendrick’s surprise guest performer at the Super Bowl. The visual parallels, the thematic connections, and the LA pride all align to suggest something bigger is at play here.

But what do you think? Am I onto something, or is Kendrick just throwing us off the trail with his classic misdirection? Let me know your thoughts—do you think it’s SZA, Tyler, or someone else entirely? Either way, one thing’s for sure: Kendrick Lamar is about to give us a performance to remember. The West Coast is up!

Thank you for reading! Stay tuned for more updates.

Part 2: An Art Critique Guide for Educators:

The Observations
The beauty of Kendrick Lamar’s video lies in its simplicity and layers of meaning. Here are the elements that stood out:

1. The Monochrome Visuals
   The entire video unfolds in muted tones, giving it a black-and-white or achromatic appearance. This choice strips away distractions and forces the viewer to focus on the composition and movements. For the classroom: Ask students to consider how the lack of color impacts their perception. What emotions or themes do monochrome visuals evoke?

2. The Marching Men
   At the top of the screen, a line of figures marches down the field in a disciplined, uniform manner. Their synchronized movement contrasts sharply with Kendrick’s solitary pacing at the bottom of the frame. For the classroom: Encourage students to discuss the symbolism of group versus individual action. What does this contrast suggest about societal or artistic roles?

3. The Unknown Figure
   Midway through the video, an unknown figure approaches Kendrick. A few cuts later, the figure is revealed to be SZA, who pours a bucket of blue Gatorade from an orange container onto Kendrick in slow motion. For the classroom: Challenge students to interpret this moment. Why might the artist use specific colors or slow motion? How does this act connect to the broader narrative?

4. The Soundtrack
   The video’s soundtrack shifts to “Hey Now” from Kendrick’s GNX album, adding another layer of intrigue. This choice ties back to Tyler, The Creator’s freestyle over the same beat. For the classroom: Ask students to think about how music and visuals interact. How does the choice of soundtrack shape the video’s mood or message?

Classroom Tip: Practice Observations
Provide students with a short, visually rich video and ask them to make detailed observations. Encourage them to focus on elements like color, movement, composition, and sound. This builds their analytical skills and prepares them for deeper critique.

The Analysis
Kendrick’s video invites viewers to analyze the relationships between its elements. The monochrome visuals emphasize form and structure, while the marching men evoke themes of unity and discipline. Kendrick’s pacing contrasts with the group, highlighting individuality versus collective action. The Gatorade moment is layered with symbolism, using color and motion to create a dramatic focal point.

Classroom Tip: Guide Analysis
Use questions to prompt deeper thinking: How do the visuals create contrast or harmony? What themes emerge from the interactions between characters, colors, and movements?

The Interpretation
Here’s my take: The video explores duality—individuality versus community, simplicity versus complexity. The marching figures represent societal expectations, while Kendrick’s isolated position reflects the artist’s unique role as both participant and observer. SZA’s act of pouring Gatorade is both a nod to sports culture and a symbolic gesture of transformation. The use of “Hey Now” ties Kendrick’s work to Tyler, The Creator, hinting at a larger message of West Coast unity and creative diversity.

Classroom Tip: Foster Interpretation
Encourage students to share their interpretations in small groups. Remind them that art often has multiple meanings and their unique perspectives are valuable.

The Evaluation
This video is a masterclass in minimalism and symbolism. It’s not just a promotional piece; it’s a visual essay that challenges viewers to engage critically. Kendrick’s ability to weave personal, communal, and cultural themes into such a short piece showcases his artistry and storytelling prowess.

Classroom Tip: Reflect and Evaluate
Ask students to write a short reflection on whether the work resonated with them. Did it succeed in communicating its message? Why or why not? This helps them articulate their thoughts and engage with art on a deeper level.