What is Miley Cyrus - Maybe It’s… about?

Miley Cyrus - Maybe It’s… is a 2025 film campaign created for Maybelline by Gotham NY and released in the United States. The campaign centers on Miley Cyrus reimagining Maybelline’s iconic jingle as a new song, blending nostalgia with a contemporary artistic approach. Directed by Jacob Bixenman and featuring a high-profile creative team, the campaign leverages Miley’s personal connection to the brand to celebrate individuality and self-expression in beauty. With over 9.7 million views and significant engagement, it positions Maybelline as both a heritage and forward-thinking beauty brand in a highly competitive market.

What creative device does Miley Cyrus - Maybe It’s… use?

Miley Cyrus - Maybe It’s… employs FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES, as classified by Clapboard’s 12-format taxonomy. This creative device centers the campaign around a recurring celebrity—in this case, Miley Cyrus—to drive brand recall and cultural resonance. By making Miley the focal point and connecting her personal narrative to Maybelline’s brand heritage, the campaign leverages the power of celebrity endorsement to create an immediate and memorable association, aligning the brand with Miley’s audience and pop culture influence.

What is the campaign proposition for Miley Cyrus - Maybe It’s…?

The campaign proposition for Miley Cyrus - Maybe It’s… is to leverage Maybelline’s iconic heritage while repositioning its core message for a contemporary audience. By having Miley Cyrus reinterpret the classic jingle as a new song, Maybelline underscores its enduring promise of empowering individuals to embrace their unique beauty. The campaign targets a younger, culturally engaged demographic, using Miley’s narrative of transformation and self-reinvention to reinforce beauty as a dynamic, individual experience. This approach refreshes the brand’s voice, making it relevant and aspirational within the beauty category.

How does Miley Cyrus - Maybe It’s… rank in Clapboard's archive?

Miley Cyrus - Maybe It’s… holds a Clapboard Campaign Score of 69/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s global ad archive.

Who are the competitors in Maybelline's category?

In the beauty category, Maybelline competes with L'Oréal Paris, which positions itself as a premium, innovative brand blending scientific research with accessible luxury and global inclusivity. Revlon is known for its approachable, heritage-driven makeup at affordable prices, appealing to consumers seeking bold self-expression. CoverGirl focuses on inclusivity and modern empowerment, targeting socially aware consumers with diverse spokesmodels and cruelty-free products. Estée Lauder stands as a luxury powerhouse emphasizing high-performance skincare and aspirational glamour, while Fenty Beauty disrupts the market with a strong stance on diversity and representation, driven by Rihanna’s celebrity influence and a wide shade range.

This Maybelline campaign reinvents Maybelline’s iconic jingle into a bold film for a new era—celebrity storytelling and brand heritage— Clapboard's Global Ad

Home >

Archive >

Beauty

Miley Cyrus - Maybe It’s… - Maybelline | Clapboard Ad Archive

Other Beauty Campaigns

DISCLAIMER:

Description

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.