Cardi B's Supernatural Manicure Is the Star of Reebok's Final 'Unexpected' Ad From VB&P

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. [kickout id="1"] 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: [kickout id="2"] “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. CREDITS: Client: Reebok 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 Copywriter:sam Bauer 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 Sound Designers: Music/ Mix/ Sound Design: Barking Owl Track: Original ‘nails Did’ Composer: Jacob Plasse Mix: Mike Franklin /aj Murillo VFX 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, Elizabeth Hammer Design: Jan Sladecko