Cardi B is shocked—shocked!—that males have co-opted a NYX product and used it in a approach that was by no means supposed.
Is she, although?
In any case, the rap star might need anticipated some shenanigans from the dudes of the world, given the suggestively over-the-top advert during which she stars for a lip gloss named Duck Plump.
The sweetness model, a part of the L’Oreal empire, is trotting out the ridiculous, however not solely far fetched, state of affairs of males utilizing Duck Plump to reinforce their non-public components. The working gag anchors NYX’s first broadcast industrial and first look within the Tremendous Bowl, additionally marking Cardi B’s first magnificence alliance.
The spot, referred to as “Lips Solely” from McCann New York, will air nationally on TelevisaUnivision. It’s additionally getting a regional media purchase within the nation’s high 10 markets in the course of the third quarter of Sunday’s matchup between the Kansas Metropolis Chiefs and the San Francisco 49ers.
McCann creatives, aiming to additional the fempowerment theme round this 12 months’s Large Sport, described the marketing campaign as a uncommon combo of “a product-centric thought, an already-engaged fan base, Cardi B (a fan of NYX) and a daring, good and assured model who understands their neighborhood.”
Plus it’s a great way to crash a testosterone-heavy day and announce a brand new Cherry Spice shade, based on Shayne Millington, the company’s chief inventive officer.
“We felt the Tremendous Bowl was the proper place to flip the script on what has been a traditionally male dominated occasion the place ladies are sometimes the butt of the joke,” Millington informed Adweek. “We took this chance to womansplain—displaying ladies in highly effective positions lightheartedly explaining the misuse of a product.”