This Kim Kardashian commercial might have taken the cake for the most confusing ad of the century.

In a promotional attempt for Hype Energy Drink, Kim Kardashian channels various female icons after she faces a bike accident-induced coma. (Warning: trying to do donuts on a bicycle after getting hyped up on energy drinks is very dangerous.)

In the Kim Kardashian-West “film,” the icon ironically promotes the energy drink using hardly any energy at all, considering she’s in a coma for 80% of the ad. For two and a half minutes, an Audrey Hepburn-esque Kim lies unconscious on the ground and dreams of her life as Marie Antoinette and a grown-up Kylie Jenner.


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The commercial seems to imply that Hype is the next Four Loko, seeing that Kim sips the drink before waking up with a major headache and continuing to majorly hallucinate.


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The commercial takes a turn as Kim is suddenly transported into a futuristic dimension, in which she appears to embody an adult version of Kylie Jenner.


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What any of this has to do with Hype energy drink is up for interpretation. One thing is certain: Hype’s use of the Kim Kardashian brand should be enough to convince millions of people around the world to try the drink.

[via Uproxx]