World War 7’s Lizzy Bourne is directing the latest campaign for Maybelline’s Instant Eraser Treatment Makeup, starring the company’s new spokesperson Mindy Kaling. The bold and funny film “Ma’am” promotes the beauty brand’s products with a sarcastic sense of humor, and what is very noteworthy is the first comedic campaign for the venerable brand.
This commercial cleverly taps into the inner struggles real women face when it comes to aging on their own terms, and encourages them to feel empowered in doing so. “Ma’am” puts a new perspective on common stereotypes associated with aging: being called “Ma’am” by someone younger than you, and the complex emotions that come with it. Karin’s famous wit takes center stage and she responds with well-constructed responses that organically incorporate her signature comedic charm and her perspective on aging.
The film combines Lizzie’s comedic talents with her keen eye for style and beauty. Also new to Maybelline are Lizzy’s natural product shots, which focus on the product’s functionality, movement and feel, creating a sense of visual familiarity and the unapologetic confidence that Kaling exudes in her work. By evoking the senses, we make them instantly recognizable on the shelf. commercial.
“Working with Mindy was a career highlight,” Lizzy says of her directorial process. “Her comedic writing and performances are so influential and unique. It was an honor to collaborate with her. With this Maybelline spot, we wanted to elevate traditional beauty.” ”