Miley Cyrus - Maybe It’s… - Maybelline | Clapboard Ad Archive
Maybelline’s Miley Cyrus - Maybe It’s… campaign, created by Gotham NY and released in the United States in 2025, is a calibrated reinvention of one of the beauty industry’s most recognized brand equities: the enduring Maybe she’s born with it, Maybe it’s Maybelline jingle. In a move that sits squarely in Clapboard’s FORMAT#8—Ongoing Characters or Celebrities, Maybelline puts global pop icon Miley Cyrus at the heart of its messaging, leveraging her unmistakable star power and cultural currency to connect with a new generation of consumers while maintaining the nostalgia and emotional resonance of its brand heritage. The campaign manifests as a high-gloss film asset that intertwines performance-driven storytelling with contemporary pop sensibility, reimagining the familiar jingle as an original track that fuses Cyrus’s personal authenticity with the aspirational values at the core of Maybelline’s positioning. By foregrounding Miley’s own narrative—her self-professed affinity with Maybelline commercials as a young viewer—the campaign taps into cross-generational memory and latent brand affinity, converting it into immediate, charismatic engagement across digital platforms. Working with Gotham NY, Maybelline smartly reframes its foundational message for a beauty market that prizes individuality, transformation, and expressive confidence, asserting that beauty is both innate and amplifiable—an idea physically embodied by the campaign’s bold makeup looks and unapologetic performance style. Engagement numbers reflect genuine impact, with the film reaching over 9.7 million views and sparking substantive conversation across major social channels, demonstrating that the blend of a high-profile celebrity ambassador and an iconic audio signature can bridge brand legacy and cultural momentum in the highly competitive beauty sector. The campaign earns 69/100 in Clapboard's global creative archive. This work matters because it confirms that in the beauty category, heritage platforms can be forcefully re-energized when agencies and brands trust cultural figures to reinterpret rather than just recite the past.
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