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Estée Lauder pokes fun at mobile phone addiction in Kendall Jenner-fronted film

Beauty marketer Estée Lauder is showcasing the lasting effects of its new Double Wear Makeup To Go Liquid Compact with a campaign that paints the product as the life of the party.

?Party Zombies? is a humorous short film that centers on model Kendall Jenner?s antisocial house party that could use a boost. This effort from Estée Lauder continues the brand?s outreach to the millennial generation by making a relatable statement about the dependency on and connection to mobile devices.

Connected world
At the beginning of the 30-second spot, Ms. Jenner enthusiastically greets her friend at the door. After they hug, the camera quickly cuts to the two of them sitting on the couch staring at their phones, not talking to each other.

This pattern continues, with party attendees gathering in their best attire to text and post to social media together.

All of a sudden, the party goers begin to lose battery power, their phones turning off almost in unison. Ms. Jenner opens her compact, and a sound effect revs up as the party atmosphere escalates as well.

Ms. Jenner was chosen as an ambassador for Estée Lauder partly due to her social media prowess.

Beauty marketer Estée Lauder has signed reality television star-turned high fashion model Ms. Jenner as its latest face in November of last year.

In addition to appearing in ads across print, television and digital, Ms. Jenner will create branded social media content for her own channels and Estée Lauder?s. As a ?breakout star? in fashion, Ms. Jenner?s ads will likely draw attention from younger consumers (see story).