If you ever had doubts that Cardi B might be from this planet, the latest spot by Reebok may help you confirm your suspicions, as the pop star sports an other-worldly talent at what looks like a routine trip to the salon.
In the 60-second ad, Cardi B is at a normal-looking salon, under the dryer chatting with her neighbor. Suddenly, the action grinds to a halt when the neighbor notices that her pristine white Reebok kicks are untied. Rather than let it bother her, however, Ms B unleashes her finely manicured nails on the task. As she sits in place, the nails grow creepily to the floor. As the salon patrons look on impressed, the nails tie the laces by themselves as B bats her fake lashes like it’s nothing.
The nails then retract, as Cardi B states, “Nailed it.” The salon drifts back to normal as a hand turns the sign on the door to “Sport the unexpected.”
“The 'Sport the Unexpected' campaign celebrates bold, unapologetic risktakers who reshape culture – those who are anything but expected. We could not think of a better embodiment of that message than Cardi B,” said Inga Stenta, senior director, Reebok global marketing. “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. We took a different path putting her in an everyday-type situation that shifts in an unexpected manner spotlighting the iconic Reebok Club C in a completely unique way.”
Cardi is spotted sporting the iconic Reebok Classic Club C Vintage, which was originally launched in the 80s as a performance tennis shoe, but has become a staple in contemporary style.
Created by Venables Bell & Partners, ‘Nails’ is part of a fully-integrated global campaign including social, retail, activation and online content. Check out the collection at Reebok.com/Sporttheunexpected.
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