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Ad of the Day: Lil Nas X offers financial compensation to haters in Montero billboards

The billboard campaign coincides with the release of Lil Nas X’s debut album Montero

Are you single, lonely and miserable? You may be entitled to compensation and Lil Nas X is here to help – according to several parody billboards spotted in LA yesterday. The chart-topper and king of the internet has used a mixture of traditional out-of-home (OOH) advertising methods mixed with his typical on-the-pulse social media tactics to promote his highly-anticipated debut album Montero.

The four billboards posted on Lil Nas X’s Twitter account yesterday saw the rapper take on the role of a cheesy lawyer and directed viewers to welcometomontero.com – the pre-sale site for the star’s album.

‘Do you hate Lil Nas X?’ one ad read, next to a photo of the internet sensation dressed as his lawyer persona.

Lil Nas X is no stranger to using unconventional tactics to promote his music. Earlier this year the gen Z icon teased his single Industry Baby by mocking Nike in a spoof court montage after the sportswear brand sued him over the now infamous Satan Shoes, which contained a drop of real blood. The blood marketing tactic then led the way on an unlikely bond with pro skateboarder Tony Hawk.

The latest marketing stunt comes after a string of similar tactics in recent weeks, from the Industry Baby singer announcing his ‘pregnancy’ on social media with a series of now-viral photos, to registering for ‘gifts’ for his new baby, to even creating his very own fake daytime talk show.

Montero features musical collaborations with many high-profile artists, including Elton John, who last week teamed up with the rapper again in a glamorous new campaign for Uber Eats.

Lil Nas X’s best advertising stunts yet.

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