Maybelline has launched a five-part microdrama series, “Maybe This Christmas,” as the centerpiece of its holiday campaign for the Instant Eraser Concealer. The series reunites “Hot Frosty” co-stars Lacey Chabert and Dustin Milligan as New York City neighbors whose budding romance takes an unusual twist.
Developed with the agency Maximum Effort, the campaign leverages the growing popularity of microdramas—short, serialized video series designed for mobile viewing. The Instant Eraser Concealer is central to the narrative, playing a key role in the characters’ first meeting. The story progresses to reveal that Chabert’s character magically transforms into an inflatable Mrs. Claus lawn ornament, an inversion of the plot from her 2024 Netflix film with Milligan.
“By naturally incorporating Instant Eraser Concealer into the micro-drama series, we’re able to elevate a product that’s been a true staple for our consumers in a way that feels playful and creatively-driven,” said Yasmin Dastmalchi, president of Maybelline U.S. “This project reflects how we continue to evolve as a brand—leaning into the joy and spirit of the season while showing up in moments that shape culture and deepen connection with our community.”
“Maybe This Christmas” is running across Facebook, Instagram, YouTube, and TikTok, with a debut on the short-form drama platform ReelShort scheduled for December 2. Maybelline is supporting the series with paid media placements during key holiday events, including Peacock’s broadcast of the Thanksgiving Day Parade and on the Hallmark Channel, where Chabert has starred in over 40 films.
This strategy mirrors a broader trend of brands creating serialized, entertainment-first content. In a similar move for the 2023 holiday season, Walmart developed “Add to Heart,” a 23-part shoppable romantic comedy series.
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