Covergirl: advert-body-2 by Droga5
- Location:
Writer, actor, and co-creator of HBO critically-acclaimed 'Insecure', Issa Rae hones her personal brand of 'awkward black girl' for Covergirl's new #IAmWhatIMakeup campaign.
The spot, showcasing her in the makeup brand's new 'Melting Pout Metallics' lipstick, has her sitting at a bar, firing pickup line after pickup line as she seemingly waits for her date.
"No, you look good too," she coos her imaginary date, broadly smiling "No, I'm serious, you look good—almost as good as me!"
She bursts into laughter, and we enter a series of quick cuts as she practices her lines to suitors that don't exist. True to form, Issa's come-ons get increasingly awkward, from "I have a couch at home and it has your name on it... our names—what's your name?" to "How about we stop moving these lips... and start moving these lips?"
The reveal at the end of Issa flirting with her reflection is a clever callback to her mirror monologues on 'Insecure', but also allows her to playfully bask in the confident bold style that makes her a worthy Covergirl star.
Credits
Agency: Droga5 NY
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Chief Executive Officer: Sarah Thompson
Executive Creative Director: Alexander Nowak
Creative Director: Ray Smiling, Shannon Washington
Associate Creative Director: Ariella Gogol
Associate Creative Director: Marie Delpy
Senior Copywriter: Phil Hadad
Senior Art Director: Marybeth Ledesma
Copywriter: Emily Berger, Abe Chuang, Hannah Park
Art Director: Paige Whitaker, Kay Kim, Gemma Slack
Design Director: Maria Wan
Senior Designer: Kayt Brylinsky
Designer: Alex Lumain
Chief Creation Officer: Sally-Ann Dale
Co-Directors of Film Production: Jesse Brihn, Bryan Litman
Senior Producer, Film: Mike Hasinoff
Associate Producer, Film: Jake Herman
Music Supervisor: Mike Ladman, Jessica Dierauer
Director of Integrated Production Business Affairs: Jocelyn Howard
Senior Business Affairs Manager: Kiki Powell
Senior Traffic Manager: Wendy Kaplan
Director of Art Production: Cliff Lewis
Associate Director of Art Production Bianca Escobar
Director of Print Services Rob Lugo
Associate Director of Print Services Riely Clough
Retouching Studio Manager Michelle Leedy
Senior Retoucher Pete Gibson, John Ciambriello, John
Clendenen, Mike Vorrasi
Retoucher Natasha Kaser
Retouching Coordinator Michael Mockler
Global Chief Strategy Officer Jonny Bauer
Group Strategy Director Katy Alonzo
Strategy Director Nika Rastakhiz
Senior Strategist Cecilia Diaz
Head of Communications Strategy Colleen Leddy
Senior Communications Strategist Michael Pignone
Chief Intelligence Officer Amy Avery
Data Strategy Director Anthony Khaykin
Strategist Kaveri Gautam
Executive Group Account Director Brett Edgar
Account Director Lucy Santilli
Account Supervisor Sophia Bernard
Account Manager Danielle Frank
Group Project Manager Bill Willson
Client: COVERGIRL
Ukonwa Ojo SVP, COVERGIRL
Erika Woods Director, CG Global
Production Company: Prettybird
Director: Matt Lambert
DOP: Crille Forsberg
Executive Producer: Kerstin Emhoff
Head of Production: Tracy Hauser
Producer: Julie Sawyer
Editorial: Cartel
Editor: Edward Line
Assistant Editor: Tara Wall, Craig Quinlan
Executive Producer: Lauren Bleiweiss
Head of Production: Meagan Carroll
Producer: Ana Orrach
Post Production: The Mill
Executive Producer: Sallyann Houghton
Producer: Anna Borysewicz
Production Coordinator: Michael Brown
Colorist: Greg Reese
Color Producer: Diane Valera
Shoot Supervisor: Eric Swenson
2D Lead: Anne Trotman
2D Artists: Sam Caine, Burtis Scott, Nicky Picardo, Ari Garber, Kyle Zemborain
Original Music & Sound Design: Q Department
Executive Creative Director: Drazen Bosnjak
Creative Director: Zack Rice
Senior Producer: Guin Frehling