Grammy-winning rapper Lil Wayne has teamed up with Cetaphil for a new campaign titled “We’re All a Lil Sensitive.” The advertisement plays on Wayne’s feelings about this year’s Super Bowl, using the tagline and weaving the date “6-6-25” throughout the visuals, appearing on football jerseys and a basketball scoreboard. The ad then shifts to Wayne’s studio, where a sign on the door reads “Do Not Disturb ‘Til 06-06-25” and “Carter VI,” teasing the long-awaited release of Tha Carter VI.
This collaboration adds to Wayne’s extensive history of brand partnerships, which have included Bumbu Rum, Beats by Dre, and Ghost Energy.
Background on the Super Bowl Controversy: The campaign subtly nods to Wayne’s disappointment over not being selected to perform at the 2025 Super Bowl Halftime Show in his hometown of New Orleans. Instead, Kendrick Lamar was announced as the headliner, leading to widespread discussions about the decision. Wayne later admitted that the news “broke” him, as he had hoped to represent his city on one of the biggest stages in music.
Despite initial frustration, Wayne and Lamar have since talked it out, with Wayne publicly showing support and wishing Lamar success for his performance. The situation even made its way into music—on his surprise album GNX, released in November 2024, Lamar referenced the moment on the track “Wacced Out Murals,” reflecting on the reaction to his selection and expressing that he never intended to disappoint Wayne.
Through this Cetaphil partnership, Wayne turns his personal experience into a larger message of sensitivity and resilience while building anticipation for the release of Tha Carter VI.