Cardi B probably asked for a full set of fresh-as-hell acrylics, two-tone pink with glitter, stripes, stars and rhinestones. But did she specify that she wanted those nails to grow on command?
It looks like a manicure run amok, but it’s just another trippy Reebok ad, the final installment in its surreal series called “Sport the Unexpected.” One of the previous spots, “Storm the Court,” mixed streetball and EDM with a hint of Korean sci-fi and some twitchy dance moves for an unforgettable 90 seconds.
The new commercial, debuting today, continues in that freakish vein. The backdrop this time is a neighborhood beauty salon where Cardi sits under a dryer, hair in curlers, talking about her love life.
Her social faux pas isn’t trashing a potential date. It’s having an untied sneaker, which stops everyone in the shop cold in their tracks.
Instead of leaning over to remedy the problem, Cardi wills her freshly painted nails to quickly grow long enough to do it without having to budge an inch. They’re no longer just talons. They’re bedazzled tentacles.
It may be prudent to note that this establishment, Marcellos, also does weaves and extensions, but let’s just say: Buyer beware.
The 60-second spot, simply called “Nails,” continues the brand’s relationship with the pop star, who crushed a quiz on ’90s slang for a digital video earlier this year:
“Working with Cardi on ‘Nails,’ we aimed to create a moment that is authentic to Cardi while breaking convention and doing something more engaging than a typical celebrity cameo,” Inga Stenta, senior director of Reebok Global Marketing, said in a statement.
Andreas Nilsson, perhaps best known for his work on Volvo Trucks’ “Epic Split” with Jean-Claude Van Damme, directed the spot.
Reebok, finishing its collaboration with Venables Bell & Partners (Deutsch won the account in February and will take over as the global creative AOR), has made a point of expanding beyond its athletic roots with “Sport the Unexpected.” The marketer is targeting a broader demo—younger and more pop-culture and style conscious—than its previous fitness-focused ads under the tagline, “Be More Human.”
“Nails” shows off the Reebok Classic Club C Vintage sneaks, originally launched in the ‘80s as a performance tennis shoe but now considered an on-trend fashion accessory.
Global Head Of Marketing & Brand Management: Melanie Boulden
Senior Director Brand Marketing: Inga Stenta
Global Brand Advertising Director: Amy Manganiello
Global Brand Advertising Manager:caitlin Sullivan
Senior Director Brand Management: James Woolard
Senior Manager Brand Management: Chris Strachan
Manager, Brand Management: Ashley Tyler
Agency: Venables Bell + Partners
Founder, Chairman: Paul Venables
Executive Creative Director: Will Mcginness
Creative Director: Byron Del Rosario
Art Director: Victor Roa
Director Of Integrated Production: Hilary Coate
Producer: Melanie Fedunok
Head Of Brand Management: Michael Chase
Freelance Brand Director: Kristin Obi
Brand Supervisor: Jessica Zou
Brand Manager: Patrice Boswell
Creative Resource Manager: Jenny Lidington
Associate Partner, Head Of Strategy: Michael Davidson
Senior Strategist: Dylan Phillips
Director Of Business Affairs: Quynh-an Phan
Business Affairs Manager: Aametta Gbilia
Senior Traffic Manager: Jermelia Holling
Assistant Traffic/Business Affairs Manager: Christine Tom
Director Of Lumberyard: Raquel Bedard
MCR Operations Manager: Jeff Saunders
Production Company: Biscuit Filmworks
Director: Andreas Nilsson
Director Of Photography: Alexis Zabe
Partner / Managing Director : Shawn Lacy
Executive Producer: Holly Vega
Line Producer: Grace Bodie
Head Of Production: Mercedes Allen-Sarria, Rachel Glaub
Production Designer: Alexis Ross
Editing Company: Cut & Run
Editor: Ben Campbell
Asst Editor: Ramon DeSouza
Executive Producer: Deanne Mehling
Editorial Producer: Jess Manning
Sound Design: Barking Owl
Music/ Mix/ Sound Design: Barking Owl
Track: Original ‘nails Did’
Composer: Jacob Plasse
Mix: Mike Franklin /aj Murillo
CD: Phil Crowe, John Leonti, Wes
Executive Producer: Anastasia Von Rahl
Producer: Katie Buckley, James Beck, Melanie Roy
Production Coord: Sean Tomek
2D Lead: Martin Karlsson
3D Lead: Jason Mortimer, Jorge Montiel
Colorist: Greg Reese
Color Producer: Liza Kerlin
2D: Katerina Arroyo, Patrick Dirks, Abby Riegel
3D: Victor Duncan, Charles Paek, Maxime Cronier, Mario Ercolano, Kieran Jordan, Lamarcus Harvey, Michael Lori,
Design: Jan Sladecko