Cardi B sports some really talented fingernails in Reebok's weird ad

Commercial is third in ‘Sport the Unexpected’ campaign

Published On
Jul 16, 2019

Editor's Pick

Reebok is running full-steam ahead under new top marketer Matt Blonder, debuting the latest spot from its “Sport the Unexpected” campaign. The trippy 60-second commercial takes place at a beauty salon and stars Cardi B, Reebok's Club C sneakers and some crazy fingernails.

The campaign “celebrates bold, unapologetic risk takers who reshape culture—those who are anything but expected,” said Inga Stenta, senior director of global marketing at Adidas-owned Reebok in a statement, adding that the musical artist is a great “embodiment” of that message.

The spot (which seems to take inspiration from this bizarre classic) is the third in a campaign that the Boston-based brand began in March to reignite consumer interest after years of taking a backseat to larger labels, including Nike and Adidas.

To that end, Reebok has been focusing its marketing efforts on classic styles like the Club C, which was originally launched in the 80s as a tennis sneaker. The brand has been enjoying a fashion resurgence of late, having recently been worn by celebrities like Gigi Hadid and Ariana Grande.

“Sport the Unexpected” debuted under Melanie Boulden, the former Crayola chief marketing officer who joined Reebok last year to lead its marketing. Boulden recently left the sportswear brand to become president and general manager of Coca-Cola’s venturing and emerging brands division, beginning August.

Last week, Reebok announced that Matt Blonder, vice president of marketing and digital brand commerce, would oversee its marketing. He is expected to emphasize the brand’s focus on digital. (Reebok recently launched a new website.)

The new commercial is the final piece of work from Reebok’s former creative agency Venables Bell & Partners. Earlier this year, Boulden launched a review and selected Deutsch to begin handling creative work beyond the “Sport the Unexpected” campaign.

Credits

Date
Jul 16, 2019
Client:
Reebok
Agency:
Venables Bell & Partners-San Francisco
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
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:
Sametta 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
Head of Production:
Rachel Glaub
Production Designer:
Alexis Ross
Editing Company:
Cut & Run
Editor:
Ben Campbell
Assistant Editor:
Ramon DeSouza
Executive Producer:
Deanne Mehling
Editorial Producer:
Jess Manning
Sound Design:
Barking Owl
Track:
Original ‘Nails Did’
Composer:
Jacob Plasse
Mix:
Mike Franklin
Mix:
AJ Murillo
CD:
Phil Crowe
CD:
John Leonti
CD:
Wes
Executive Producer:
Anastasia Von Rahl
Producer:
Katie Buckley
Producer:
James Beck
Producer:
Melanie Roy
Production Coordinator:
Sean Tomek
2D Lead:
Martin Karlsson
3D Lead:
Jason Mortimer
3D Lead:
Jorge Montiel
Colorist:
Greg Reese
Color Producer:
Liza Kerlin
2D:
Katerina Arroyo
2D:
Patrick Dirks
2D:
Abby Riegel
3D:
Victor Duncan
3D:
Charles Paek
3D:
Maxime Cronier
3D:
Mario Ercolano
3D:
Kieran Jordan
3D:
Lamarcus Harvey
3D:
Michael Lori
3D:
Elizabeth Hammer
Design:
Jan Sladecko

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