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Creative Covergirl Creative Works

Issa Rae's golden Covergirl debut features her as a securely awkward pickup artist


By Bennett Bennett, Staff writer

November 29, 2017 | 2 min read

A flirty Issa Rae hones her personal brand of 'awkward black girl' for CoverGirl's new #IAmWhatIMakeup campaign.

Covergirl enlists a golden Issa Rae to play pickup artist for their #IAmWhatIMakeUp campaign

"The Pickup" is one of a series of short spots made by Droga5 New York that culminates in CoverGirl's new "Made in the Mirror" brand re-introduction video. This spot, which showcases the writer, actor, and co-creator of HBO critically-acclaimed 'Insecure' 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," the actress coos to her imaginary date, broadly smiling "No, I'm serious, you look good—almost as good as me!"

Issa bursts into laughter, as 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.

Covergirl: advert-body-2 by Droga5

By Covergirl

Overall Rating 4/5

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