NYX Professional Makeup has teamed up with American rapper Cardi B on its first-ever Super Bowl television advert.
The collaboration with the Grammy Award-winning artist is the L’Oréal-owned make-up brand’s “first major celebrity partnership”.
The 30-second advert will debut on 11 February during the second half of the game and is said to put “powerful women at the forefront”.
Denee Pearson, NYX’s Global Brand President, said the company has gone “big” for its 25th anniversary.
“We wanted to make history with our first-ever big game commercial and our first major celebrity partnership,” said Pearson.
“We are excited to bring NYX to the forefront of culture on the ultimate entertainment stage
“[And] there is no better partner than Cardi B.
“A global icon who is both a major make-up lover and trendsetter.”
The advert is said to provide a “humorous” take on the sensation created by NYX’s viral Duck Plump High Pigment Lip Plumping Gloss.
“NYX has always made the best, affordable products and that is why I still use them today,” said Cardi B.
“We had a lot of fun making this over-the-top, hilarious commercial.”
The new Duck Plum gloss in shade Cherry Spice worn by Cardi B will be available to buy once the advert has aired.
An extended cut of the campaign will also be posted on social media.
The campaign has been developed in partnership with creative agency McCann New York and directed by Quinn Katherman and Paul Hunter.
NYX is not the only beauty brand to tap into the marketing opportunities available at the Super Bowl.
E.l.f. Cosmetics launched its first-ever TV campaign at the game last year, which featured White Lotus star Jennifer Coolidge.
The advert has 5.7 million views on TikTok and 224,000 on YouTube.
Fenty Beauty also went viral after singer Rihanna used her beauty brand during her half-time performance last year.
Searches for the brand soared 833% during the set, while the Velvet Liquid Lipstick she wore sold out at boots.com.