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When Shayne Millington, CCO of McCann New York, oversaw the first Super Bowl ad for NYX Professional Makeup this year, it was perhaps inevitable that the campaign would make some noise.
Starring rapper Cardi B, the L’Oréal brand’s suggestive spot made a joke about men misusing its lip gloss to enhance their private parts. It flipped the script on a “historically male-dominated event where women are often the butt of the joke,” Millington told ADWEEK at the time.
The commercial ruffled some feathers, including those of the National Football League, which at the last minute signed off a truncated version without the spicy joke to run during the Big Game.
This story first appeared in the Aug. 20, 2024, issue of ADWEEK magazine. Click here to subscribe.
