Major Brands Imitate Drake’s ‘Iceman’ Ice Installation in Promos

Drake’s rollout for his upcoming album, Iceman, is so big that even major brands are getting into the fun by playfully copying what he’s doing.

To hype up the release of Iceman, Drake decided to unveil its release date with a massive ice sculpture in Toronto, where people could find when the album came out inside of it. Though major brands like Chiquita, Chipotle, Coors Light, and the NFL’s New York Giants aren’t releasing albums, they decided to use ice sculptures to tell their own stories, too.

It’s worth noting that this seems to be a graphic design or AI-generated image play. Drake’s ice sculptures were in real life. There isn’t a giant Chiquita banana on some random street corner, for instance.

Check out some big brands and their Iceman-inspired posts below.

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Drake’s Iceman installation caused absolute chaos in Toronto as fans and streamers gathered around the ice to discover the album’s release date in any way they could. People reportedly used open flames and flammable liquids to melt the ice, while some were seen climbing to the top and using tools to chip away at the ice.

To stop before anyone got seriously injured (after the release date was discovered), Toronto firefighters used hot water to melt what was left of the ice structure.

Toronto Mayor Olivia Chow expressed her support for the decision to melt down the structure, but also recognized Drake for his support of the city. “The fire chief made the decision last night, and I support his decision. His responsibility is people’s safety,” said Chow. “Folks climbed it. I saw them doing all types of things. It is our responsibility to make sure people are safe.”

“Drake is a big supporter of our city, and there’s so much excitement across our city towards this new album, Iceman,” she added. “I’m excited too, it’s going to be a great summer … but please, be safe.”

Iceman is set to come out on May 15.