Work / Advertising

Kim Gehrig’s latest commercial for Covergirl combines comic chemistry with cosmetic commentary

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Kim Gehrig, Stuart Winecroff and Droga5: Shade for Shade for Covergirl

Having recently worked with clients as diverse as Lurpak, Uber, and Chaka Khan, London-based director Kim Gehrig returns to transatlantic screens this afternoon with a new commercial for American cosmetics brand Covergirl as part of a campaign orchestrated by Droga5.

Starring YouTuber turned Golden Globe nominated actress Issa Rae, the Shade for Shade spot sees Kim using lipstick as a means of exploring the importance of making an internal and aesthetic statement with self-belief.

Coming on like a scene from a particularly slick and sleek sitcom, the short begins in a car navigating downtown LA on a night out with Issa and a trio of friends (played by her real life companions Megan Lawson, Abenet McMullen, and Devin Walker).

Shot by Stuart Winecroff (fresh from working with Jay-Z on the Smile video) Droga5 says the result illustrates “what it looks like for women to be assured in their beauty choices while also capturing the unmistakable chemistry between the four friends.”

Conceived as a means of signalling that the company’s new Exhibitionist line — an update and revamp of its pre-existing Colorlicious range — is proof that cosmetic choices can be understood as “a commitment to navigating outside attention and reactions,” Shade for Shade combines sparky humour with visual panache and a serious point about beauty standards.

Watch it in full below.