In a new Super Bowl ad released on Tuesday, Tesfaye appears once again looking completely normal without a bloody piece of gauze in sight.

What started out as just вЂњa really bad nightвЂќ in Las Vegas in the album's first music video вЂњBlinding LightsвЂќ becomes вЂњa progression and we watch The CharacterвЂ™s storyline hit heightened levels of danger and absurdity as his tale goes on.вЂќ But beyond that, the singer remained rather evasive about his intentions behind altering his appearance and when he decides to embody this character he created. вЂњThe significance of the entire head bandages is reflecting on the absurd culture of Hollywood celebrity and people manipulating themselves for superficial reasons to please and be validated,вЂќ Tesfaye explains.

The pop star has remained mum on the topic of his shifting appearance, but in a new interview with Variety ahead of his performance during the Super Bowl Halftime Show on Sunday, the singer-whose real name is Abel Tesfaye-finally revealed the meaning behind his press cycle performance art.

To promote his latest album After Hours, The Weeknd has regularly released music videos, made red carpet appearances, and attended award shows with his face faux bloodied and in various states of bandaging before ultimately revealing a whole new, dramatically surgically-enhanced visage in the video for his latest single, 'Save Your Tears,' courtesy of some very good prosthetics.

The weeknd before and after