While the world — including one George Costanza — publicly thirsts over our new Khloe Kardashian cover story, proud sister Kim Kardashian West is quietly unveiling a compellingly art-forward approach to her endorsement of the energy drink company HYPE Energy USA. Just days ago, we were given the first glimpse at this partnership via a series of Instagrams revealing Kim K in cornrows — a bold move given the backlash both Kylie and Kendall Jenner received in the wake of similar stylistic detours.
At any rate, the resulting short film (above) is a fascinating amalgam of blatant advertisement (think Snapple in Seinfeld) and dazzling artistry — a blend so perfectly executed that I kind of want to sprint to the nearest (where do they sell HYPE energy drinks?) and down two of them so I can rewatch last week's True Detective.
Caffeine has me like:
#AudreyKardashian.