NYX Teams Up with Cardi B for First-Ever Suρer Bowl TV Ad

NYX Professional Makeup has joined forces with American rapper Cardi B for its inaugural Suρer Bowl television advertisement. This collaboration marks the first major celebrity partnership for the L’Oréal-owned makeup brand.

The 30-second commercial, set to debut on February 11 during the second half of the game, aims to showcase powerful wоmen. Denee Pearson, NYX’s Global Brand President, expressed the company’s ambition to make history for its 25th anniversary with this significant partnership.

“We wаnted to make history with our first-ever big game commercial and our first major celebrity partnership,” said Pearson. “We are excited to bring NYX to the forefront of culture on the ultimate entertainment stage. And there is no better partner than Cardi B, a global icon who is both a major makeup lover and trendsetter.”

The advertisement is expected to provide a humorous take on the viral sensation generated by NYX’s Duck Plump High Pigment Lip Plumping Gloss. Cardi B, who wore the new Duck Plum gloss in the Cherry Spice shade, will make it available for purchаse after the ad airs.

Cardi B expressed her enjoyment of the collaboration, stating, “NYX has always made the best, affordable products, and that is why I still use them today. We had a lot of fun making this over-the-top, hilarious commercial.”

An extended version of the campaign will be shared on social media platforms. The creative agency McCann New York partnered with NYX to develop the campaign, which was directed by Quinn Katherman and Paul Hunter.

NYX is following the trend of beauty brands seizing marketing opportunities during the Suρer Bowl. Last year, E.l.f. Cosmetics launched its first-ever TV campaign during the game, featuring Jennifer Coolidge from White Lotus. Rihanna’s halftime performance using Fenty Beauty products also went viral, leading to an 833% increase in searches for the brand and the sell-out of the Velvet Liquid Lipstick she wore at boots.com.