Social media has been set ablaze following the surprise release of Kendrick Lamar’s new album GNX on Friday, November 22.

Memes have been coming in droves from fans to big corporations joining the fun with Lamar screaming DJ Mustard’s name on his track tv off.

The 12-track project, which references Lamar’s connection to the 1987 Buick GNX, explores themes of self-reflection, his position within the music industry, and personal conflicts. The album also continues his long-standing lyrical feud with Drake, adding another layer of intrigue for fans.

Produced by Grammy-winning beatmaker Mustard, GNX is already being considered one of the greatest rap records of all time. One standout moment comes in the song tv off, where Lamar humorously shouts “MUSTARRRDDDDDD!” — a phrase that has exploded across the internet, inspiring countless memes.

The rapper and producer have a proven track record of success, having previously collaborated on the hit single Not Like Us, which dominated the Billboard Hot 100 and secured multiple Grammy nominations.

Brands, ever alert to capitalise on cultural moments, are seizing the opportunity to engage with Lamar’s devoted fanbase. This is especially timely as the artist gears up to headline the Super Bowl LIX half-time show in February.

While actual mustard brands have yet to weigh in, companies across various sectors are using the viral moment to craft clever marketing campaigns, seeking favour with Lamar’s audience and the hip-hop culture.

With the Super Bowl 59 Ad Tracker now live, updates on how brands leverage these moments in the run-up to 2025’s Big Game will continue to pour in. Among those already making moves are McDonald’s, Amazon Music, NFL teams like the Las Vegas Raiders and Atlanta Falcons, and even entertainment giants like DreamWorks Animation and Crunchyroll.

It’s clear that when Lamar speaks—or screams—the Internet and brands listen.

Here are some brand reactions: