Project Overview
Flipping the script on stereotypes in Super Bowl advertising.
CASE STUDY
BACKGROUND: 7 in 10 men admit to ‘borrowing’ their girlfriend’s beauty products. Knowing this and reflecting on how much the patriarchy has already taken from women, Super Bowl feels like an obvious opportunity to flip the script.
IDEA: If we learned anything from American Pie (yes, that scene) we knew what dudes would do with their dicks if left to their own devices. With that, NYX Professional Makeup launched a glorified (and very glamorous) PSA to ensure only the most proper usage of Duck Plump Extreme Plumping Gloss.
To repeat: it’s all about plumping your lips, absolutely nothing else you might have in mind. In this work, we captured the immediate reactions of men who mistakenly equate "duck" with another four-letter word, starting with ‘d’ and ending with ‘k’, leading to some regrettable decisions on where and how to apply the plumping product.
OUTCOME: Following its Super Bowl appearance, NYX Professional Makeup experienced a significant surge in sales. Duck Plump sales tripled, marking the highest recorded traffic day for NYX Professional Makeup's direct-to-consumer platform. Additionally, on TikTok Shop, Duck Plump climbed from #22 to #5 among beauty products. Beyond the sales spike, Duck Plump emerged as a standout product of the game, generating a staggering +1,400% increase in search activity and garnering a 95% positive brand sentiment
For Lips
Not D*ics
NYX - L'OREAL
FILM
FILM
BOARD
