Maybelline and Mindy Kaling Expose Tired Age-Related Narratives in Beauty

World War Seven’s Lizzy Born directs Maybelline’s latest campaign for its Instant Eraser Treatment Makeup, starring their new spokesperson, Mindy Kaling. The bold and funny film 'Ma’am' promotes the beauty brand’s product with a wry sense of humour and, quite notably, is the venerable brand’s first-ever comedic campaign.

The commercial cleverly calls out the internal conflict real women face when it comes to aging on their own terms and encourages them to feel empowered while doing so. 'Ma’am' 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 centre stage as she reacts with a well-structured response that organically weaves in her outlook on aging with her signature comedic charm. 

This film pairs Lizzy’s comedic chops with her keen eye for style and beauty. Also new for Maybelline is Lizzy’s natural product shots, that zone in on the functionality, movement, and feeling of the product, making it instantly recognizable on the shelves by sparking visual familiarity and evoking the feeling of unapologetic self-assuredness that Kaling exudes in the commercial. 

“Working with Mindy was a career highlight," says Lizzy, describing her directorial process. “Her comedic writing and performances are so influential and singular; it was an honour 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.”