Maybelline Revives 35-Year-Old Tagline as Adweek's Weekly Roundup

Maybelline has refreshed its 35-year-old tagline, adding new emphasis on the word "maybe", in a campaign fronted by Miley Cyrus. The move anchors Adweek's latest weekly roundup of twelve campaigns that caught the trade title's editorial attention, a list that spans Disney, Oreo, Apple, Netflix and a run of celebrity-led spots.

The Maybelline work is the clearest strategic signal in the set. A tagline that has survived 35 years is rare brand equity, and Cyrus, the pop star who reworked the classic line, gives the refresh a recognizable voice. Adweek's newsroom, which reviewed and published the roundup, flags the added emphasis on "maybe" as the core creative decision.

What did the other headline campaigns do?

Oreo returned to holiday advertising for the first time in five years, according to Adweek. The campaign centers on Santa's comedic retaliation after a parent steals his cookies. A five-year gap makes the return itself the story; the creative leans on a familiar comic premise to re-establish seasonal presence.

Disney's holiday ad takes a different route. It features an invisible horse, or what appears to be one, and uses the eventual reveal as a magical twist designed to capture the feeling of Christmas. The ambiguity is deliberate; the spot holds the question until the reveal lands.

Apple's festive offering is described by Adweek as "the stuff of dreams." Netflix contributed a cinematic trio of shorts to the week's slate.

Which celebrities carried the week?

Celebrity presence dominates the roundup:

• Sabrina Carpenter raises a glass for Johnnie Walker, in a spot directed by Damien Chazelle, the Oscar-winning filmmaker behind "La La Land."
• David Schwimmer chases his dream knitwear for Quince, the direct-to-consumer apparel brand.
• Kendall Jenner very nearly bares all for 818 Tequila, her own spirits label.
• John C. Reilly haunts those constantly online during the holidays for Xfinity, Comcast's internet brand.

The pattern is consistent: established entertainment names attached to mass-market brands, with directors of Chazelle's stature now treating brand work as a credible format. For marketers, the week demonstrates how holiday-season noise pushes brands toward celebrity scale and nostalgic equity, whether that means a 35-year-old tagline or a five-year-absent holiday campaign, to break through.