For Lips Only

Comedy in Super Bowl advertising has long been delivered through a male lens, for male audiences, with women often portrayed as the butt of the joke. So we decided it was about time for NYX to make a joke for women, by women, that gets everyone laughing at the guys instead. And, as a result, flip the script on gender roles in big game advertising.

We took what was a questionable product name, “Duck Plump,” and asked ourselves: what would happen if the millions of men watching the Super Bowl thought our ad was for D*ck Plump? The answer was rampant misuse of course. And women were the heroes who reminded men where it goes.

When a certain football league banned our ad from the broadcast, we turned it into an opportunity to ignite even more conversation about gender inequity in broadcast humor.

Truth Well Told: By introducing a fresh comedic voice to the world of sophomoric Super Bowl advertising—one that put women in the center, NYX scored on game day, generating 9+ billion impressions and over 1,300 press articles. Not only was it outrageously entertaining, our campaign and Duck Plump went viral online, driving a 300% increase in sales and 1,400% increase in search.