Maybelline New York has tapped Saturday Night Live headliner Chloe Fineman for their latest campaign, “Ugly Cry” featuring their Tattoo Liner Ink Pen.
While previous advertising for the Tattoo liner focused on the benefits of the product, the new work starring Fineman takes a more lighthearted approach. The comedian plays a 2000s popstar in a pitch-perfect spoof of the overdramatic music vids of the era: she sings, dances, and cries over a catchy beat in the rain, yet through it all her winged eyeliner stays flawless.
In recent years, memes of celebrities giving a face-crumpling “Ugly Cry” have gone viral. The campaign gives a nod to those internet-breaking moments while tying in Gen Z’s obsession with the fashion, music, and overall aesthetic of the 2000’s era.
Though Fineman can wrinkle her face and cry, her eye makeup stays on point because she’s wearing the 36-hour waterproof, smudge proof, Tattoo Liner Ink Pen from Maybelline New York – showing the target audience that this liner has real staying power and will stick with them through all the up and down drama of their lives. Watch below:
REELated:
The campaign, created in partnership with agency gotham, launched on April 3, 2023 and will run across social and digital as well as Maybelline New York’s own platforms.
CREDITS:
CLIENT: Maybelline
AGENCY: gotham
- Laurie Donlon- CEO
- Hans Dorsinville
- Andrea Lubel- Director of Client Services
- Shanna Carpenter- Director of Strategy
- Madison Giller- Senior Strategist
- Laura Norcini- Global Brand Director
- Naomi Bagga- Account Director
- Surina Mehta- Account Executive
- Danielle Kraidin- Assistant Account Executive
- Jen Pugliese-Head of Production
- Hallie Steck- Producer
- Barrett Zinderman- Director of Talent Partnerships
- Nora Krupitsky- Casting Manager
- Karen McIntyre- Executive Creative Director, Copy
- Andrew Tutko- Executive Creative Director, Art
- Leanne Skorge- Creative Director, Art
- Denise Popovits- Director of Project Management
- Riley O’Rourke- Senior Project Manager
- Deb Haas- Director of Business Affairs
PRODUCTION COMPANY: UnderWonder Content
- Director: Thom Kerr
- Executive Producer: Frank Borin
- DP:Maz Makhani
- Editor: Hayley Brown
- Music: David Steinberg, Redwood Reverie
- Audio Mixing and Sound Design: Patrick Navarre
