Rapper Lil Wayne is applying a genius marketing strategy for the promotion of his forthcoming full studio album.

On Thursday the 6th of February, the Young Member announced ‘Tha Carter VI’ album through a cetaphil commercial.

The 90 second commercial unveiled by the skincare brand highlighted Wayne’s disappointment over being snubbed for Kendrick Lamar to headline the Super Bowl Halftime Show.

The clip titled “We’re all a Lil Sensitive” showed the New Orleans rapper humorously working through his own feelings by helping others in awkward predicaments.

Viewers who watched the clip to the end were surprised with a teaser the rapper had earlier released this week. While in a recording studio, Wayne turned down the opportunity to attend Super Bowl LIX in order to work on “time-sensitive” music. The final shot revealed a release date for Tha Carter VI. “Do not disturb till June 6, 2025,” a message on the studio’s door read.

Tara Loftis, Galderma’s global president of skincare, in a statement shared by Ad Age said“Culturally, we’re all feeling a little sensitive right now. We happened to see one of the world’s most iconic and legendary performers, Lil Wayne, who’s from New Orleans, be very vulnerable when he found out that he wasn’t going to be performing at the Super Bowl in his hometown. This struck a real chord with me as a leader and with my team. We had recently done a really successful campaign last year about skincare for men. So, I loved that Lil Wayne was showing vulnerability on social media.”

“Cetaphil also wants its Super Bowl work to be ‘of the moment.’ So, that made for a perfect combination of Lil Wayne, the Super Bowl in New Orleans, and a sensitive skincare brand,” added Loftis.