Cardi B sports some really talented fingernails in Reebok's weird ad
Commercial is third in ‘Sport the Unexpected’ campaign
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
- 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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