MUSE Platinum

2025

Maybelline x SNL50

Entrant Company

NBCUniversal

Category

Video - TV Ad Campaign

Client's Name

Maybelline New York

Country / Region

United States

As part of a partnership for Saturday Night Live’s 50th Anniversary (SNL50), Maybelline and NBCUniversal worked together for a custom campaign combining brand and product messaging with unexpected humor worthy of the historic series. In 30s digital comedy shorts, iconic SNL alums Vanessa Bayer and Cecily Strong serve us their signature brands of comedy to sell the latest and greatest from Maybelline.

Instant Age Rewind Concealer: “I’ll just have one drink” leads to a night of debauchery just before our hero starts a new job. The next morning IAR concealer comes to the rescue.

Superstay Matte Ink Lipstick: What starts as a simple “walk and pose” cosmetics ad goes off the rails as a cheerily sadistic narrator takes our hero through the holiday seasons and scenarios to prove her lipstick will last.

Sky High Mascara: In a classic misdirect, a woman in a sensual, ethereal bedroom asks “do you ever want just a little bit more? Some extra…length, perhaps?” Of course, she’s talking about length where it really matters: her lashes.

Credits

Global Chief Marketing Officer, NBCUniversal
Josh Feldman
Head of Creative, NBCUniversal
Steven Rummer
EVP, Ad Sales Creative Partnerships, NBCUniversal
Jamie Cutburth
VP, Talent, NBCUniversal
Matthew Finkelstein
Executive Producer, NBCUniversal
Lance Billington
Sr. Director, Production, NBCUniversal 
Sal Jurado
VP, Creative, NBCUniversal
Ryan Cunningham
Sr. Creative Director, NBCUniversal
Abby Marsh
Sr. Creative Writer, NBCUniversal
Jay Turton
Project Manager, NBCUniversal
Shuyler Nazareth
Sr. Project Director, NBCUniversal
Tory Toso
Production Coordinator, NBCUniversal
Jonas Maestro
Director, Talent, NBCUniversal
Daion Morton
Sr. Executive Producer (Post), NBCUniversal
Adam Ball
Digital Video Editor, NBCUniversal
Chris Dorf
Director - Thinking Machine
Megan Brotherton
SVP Marketing, NBCUniversal
Sari Feinberg
Maybelline New York
Advertiser
VP, Development, NBCUniversal
John Calmus
Sr. Director, Development, NBCUniversal
Maria Ramirez
Sr. Director, Marketing, NBCUniversal
Jessica Vitti
Sr. Manager, Marketing, NBCUniversal
Caitlin Hare
SVP, Client Team, NBCUniversal
Vinnie Dunleavy
SVP, Agency Partnerships, NBCUniversal
Michael Alvarez
VP, Ad Sales Agency Partnerships, NBCUniversal
Keith Griffin
VP, Ad Sales Client Team, NBCUniversal
Liz Connor
Account Director, Ad Sales Agency Partnerships, NBCUniversal
Kelsey McMahon
VP, Marketing - Maybelline New York
Fernando Febres
Associate VP, Marketing - Maybelline New York
Sarah Shaker
SVP Marketing - Maybelline New York
Jessica Feinstein
Associate VP, Media - Maybelline New York
Sam Steinberger
Manager, Marketing - Maybelline New York
Shelby Latterman
President - Maybelline, Garnier, Essie 
Amy Whang
Production Company
Thinking Machine
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