The 60-second ad is split into two parts, the first being a super sexy promo that emphasizes the product’s ability to deliver “bigger” and “plumper” results. Cardi B prances and purrs, joined by some duck-billed backup dancers and giant phallic-shaped props. 

The second half deals with the aftermath of men mistaking the lip gloss for a penis enlarging serum. Hilarity ensues as female firefighters, pharmacists and reporters deal with the medical emergencies and general chaos. So. Much. Eye. Rolling.

NYX is one of several beauty brands taking part in the Big Game proper and its regional telecasts, along with CeraVe, e.l.f., Dove and Cetaphil, as female viewership is expected to hit a new high.

Duck Plump has become a viral hit since its premiere last fall, even though customer reviews routinely mention a burning, tingling sensation that can last for nearly an hour after applying the product.

Fans of the brand had already pointed out that the name Duck Plump was ripe for comedy, so creatives took the concept to an outlandish level, giving Cardi B the last word in the spot: “They put it where? Why?”

But she knows why.