The latest example of turning adversity into opportunity comes from music star Lil Wayne. The New Orleans native was notably displeased in September when the NFL and Apple Music chose Kendrick Lamar for the Super Bowl LIX Halftime Show. Recently, Wayne shared on his Instagram Stories that he wouldn’t attend the game, mentioning a “seat to fill,” while teasing that “something special” would drop on Thursday:
It turned out that “something special” was an advertisement for skincare brand Cetaphil, part of their “We’re All A Little Sensitive” campaign, featuring several high-profile athletes like the Bills’ Dion Dawkins and Damar Hamlin. A version of the ad is set to air locally on Fox 8 WVUE during the Super Bowl broadcast this Sunday. The ad begins with Wayne appearing at awkward sports moments while using Cetaphil lotion, ultimately declining an offer for Super Bowl tickets with “Nah, this is time-sensitive” before closing a recording studio door marked “Carter VI” and “Do Not Disturb Until 06-06-25,” hinting at the release of his highly-anticipated album Tha Carter VI.
It’s understandable why the NFL and Apple Music/Jay-Z/Roc Nation selected Kendrick for the halftime show, given his tremendous global popularity. However, there are concerns about what version of Not Like Us he can perform without causing issues with the FCC, and Drake is already preemptively upset and suing their mutual label, Universal Music Group. Yet, Wayne’s disappointment is also understandable considering his deep Louisiana roots, his ongoing engagement there, and his long-standing sports fandom—including creating the theme song for and regularly appearing on FS1’s Undisputed, and now as a frequent guest on NFL Network’s NFL GameDay Morning.
This situation sheds light on the current state of the Wayne-NFL relationship. Reports suggest the NFL attempted to mend fences, as indicated by Wayne’s former broadcasting partner Skip Bayless. Perhaps Wayne’s willingness to participate in ads portraying him as sensitive indicates he’s not overly upset. Nonetheless, it’s significant to see him declining those tickets while a version of this ad airs locally during the Super Bowl—especially in a city likely to empathize with Wayne’s perspective. It will be interesting to observe any future implications for Wayne’s involvement with the NFL and NFL Network.
