World War Seven’s (WW7) Lizzy Born directed this spot for Maybelline’s Instant Eraser Treatment Makeup starring the brand’s new spokesperson, Mindy Kaling. Titled “Ma’am,” the wryly comedic commercial from agency Gotham NY puts a fresh perspective on a common aging stereotype: being called ma’am by someone younger–and the complex feelings that arise alongside it. Kaling’s famously quick wit takes center stage as she reacts with a well-structured response that organically weaves in her outlook on aging with her signature comedic charm.
“Ma’am” pairs Born’s comedic chops with her keen eye for style and beauty. “Working with Mindy was a career highlight,” said Born. “Her comedic writing and performances are so influential and singular; it was an honor to collaborate with her. With this Maybelline spot, we wanted to elevate traditional beauty advertising with a comedic perspective. The aim was for Mindy to confront the concept of aging beauty in a way that felt fresh and true to her.”
