Males’s Misuse of NYX’s Duck Plump Baffles Cardi B in Tremendous Bowl Advert

Cardi B is shocked—shocked!—that males have co-opted a NYX product and used it in a method that was by no means meant.

Is she, although?

In any case, the rap star may need anticipated some shenanigans from the dudes of the world, given the suggestively over-the-top advert through 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 fully far fetched, situation of males utilizing Duck Plump to reinforce their personal elements. 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.

Womansplaining

McCann creatives, aiming to additional the fempowerment theme round this yr’s Massive Recreation, described the marketing campaign as a uncommon combo of “a product-centric concept, an already-engaged fan base, Cardi B (a fan of NYX) and a daring, good and assured model who understands their group.”

Plus it’s a great way to crash a testosterone-heavy day and announce a brand new Cherry Spice shade, in keeping with Shayne Millington, the company’s chief artistic officer.

“We felt the Tremendous Bowl was the right place to flip the script on what has been a traditionally male dominated occasion the place girls are sometimes the butt of the joke,” Millington instructed Adweek. “We took this chance to womansplain—exhibiting girls in highly effective positions lightheartedly explaining the misuse of a product.”