What do Maybelline and Saturday Night Live have in common? The answer lies with two talented comedians: Cecily Strong and Vanessa Bayer. In honor of SNL's 50th anniversary season, these esteemed alums collaborated with NBCUniversal and Maybelline New York on a series of advertisements. These ads promote four of the makeup company's most iconic products while simultaneously paying tribute to the show’s creative legacy and highlighting the intersection of comedy and beauty in pop culture.
According to Michael Alvarez, SVP of Agency Partnerships at NBCUniversal, the campaign aimed to "tell the story" with the signature comedic style of the SNL stars. Director Megan Brotherton explained that the goal was to create a narrative that seamlessly integrated the humor and essence of the comedians.
Campaign Details and Product Spotlights
The collaboration features each comedian in two commercials, spotlighting four of Maybelline's signature products. The campaign strategically blends brand messaging with unexpected humor, fitting for the historic series.
Cecily Strong's Commercials
Cecily Strong's commercials, set to debut on Monday, January 20th, highlight Maybelline's Sky High Mascara and its Baby Lips line. In her ads, Strong is depicted in glamorous settings, showcasing the versatility and appeal of these products.
One ad for Sky High Mascara features a woman in an ethereal bedroom playfully asking, "Do you ever want just a little bit more? Some extra…length, perhaps?" The implication, of course, is the desire for longer lashes, effectively promoting the mascara's lengthening capabilities.
Vanessa Bayer's Commercials
Vanessa Bayer's commercials, released earlier in the fall of 2024, showcase her "sweetheart essence" and "playful" nature while promoting Maybelline's Superstay Matte Ink Lip Color and Instant Age Rewind Concealer.
In one ad for the Superstay Matte Ink Lip Color, Bayer endures an escalating series of hilariously aggressive events, all designed to test the lipstick's staying power. The humor lies in the extreme scenarios contrasted with the product's promise of long-lasting wear.
Another commercial for the Instant Age Rewind Concealer jokes about "erasing last night's [bad] choices" being as simple as using the concealer. This ad humorously depicts a scenario where a night of debauchery is quickly concealed the next morning, just before starting a new job.
Partnership and Vision
Maybelline New York is the official makeup sponsor for Saturday Night Live’s milestone 50th anniversary season. This partnership aims to showcase the dynamic intersection of beauty and comedy, bringing bold, vibrant storytelling to life.
"In celebrating 50 years of ‘Saturday Night Live,’ we honor the innovation and originality that this groundbreaking show has represented for generations," stated Michael Alvarez, SVP of Agency Partnerships at NBCUniversal. "With an IP so uniquely embedded in the cultural conversation, we had the opportunity to connect brands with audiences in ways we haven’t done before."
Jessie Feinstein, SVP of Marketing, Maybelline New York, added, "Maybelline New York is thrilled to be the official make-up sponsor for Saturday Night Live’s milestone 50th anniversary season! Together, we’re showcasing the dynamic intersection of beauty and comedy, bringing bold, vibrant storytelling to life along the way."
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