By Carter Maness
Kanye West has had mixed results with brands in 2012. After titling a single “Theraflu,” West changed the name to “Way Too Cold” to avoid a battle with the mortified medicine company. Yet on “Mercy,” a rapidly-rising hit for G.O.O.D. Music with a hook that starts with “Lamborghini mercy/ Your chick, she’s so thirsty,” the luxury car company fully approves of the co-sign.
A spokesperson told Complex that the car manufacturer appreciates its name being blared from car stereos across the world. ‘We appreciate the publicity,” he said, noting that he doesn’t expect the single to correlate with a rise in sales. “But more importantly, we hope Kanye has the opportunity to fully experience the exhilarating performance and technical innovations found in all Lamborghinis.”
The song particularly references the Murcuelago – a particularly rare and expensive model of the car – and automobile-inclined rap fans noticed that it was nowhere to be found in the recently-released video for the track. According to the clip’s director Nabil Elderkin, they used the more readily available Gallardo model due to time constraints and location. The video was shot in Qatar.
“We used that car because it was the only thing available at the time of the shoot,” he said. “Can you tell Lambo to let me take one for a day?”