You might consider that Cardi B in a Reebok ad is 60 seconds of borrowed interest, but the spot is also 60 seconds of weirdness, which fits in with Reebok’s Sport The Unexpected platform and has full strength attention-grabbing power.
That matters a lot when your rivals are adidas (which owns Reebok) and Nike.
In Venables Bell + Partners’ film, which is set in a local beauty salon, Cardi B’s (meticulously manicured) fingernails grow on command to retie her Reebok’s shoelaces. It may well be that Reebok gains more fans from its association with the provocative rapper than it does from the commercial’s idea – but let’s call them two bites of the cherry for the brand.
The new film follows the commercial, Storm The Count, which introduced the supernatural element, albeit with rather less gusto and without removing sport entirely from the mix. Cardi B’s film is all fashion. Inga Stenta, senior director of global marketing at Reebok, explained that the film positions Reebok as the brand for “bold, unapologetic risk takers who reshape culture—those who are anything but expected”. The Classic Club C Vintage sneakers featured in the spot were Reebok’s performance tennis shoe in the ‘80s but are forming their second life as a fashion accessory for the trend-aware.
It’s the last work by Venables Bell & Partners, which lost the account to Deutsch in February.
Agency: Venables Bell + Partners
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
Founder, Chairman: Paul Venables
Brand Management: Michael Chase, Kristin Obi (freelance), Jessica Zou & Patrice Boswell
Strategy: Michael Davidson & Dylan Phillips
Business Affairs: Quynh-An Phan & Sametta Gbilia
Production Company: Biscuit Filmworks
Director: Andreas Nilsson
DoP: 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: Ben Campbell @Cut & Run
Sound Design, Music & Mix: Barking Owl
Track: Nails Did, composed by Jacob Plasse
Mix: Mike Franklin & Aj Murillo
VFX: The Mill
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