Talking to a mirror and expecting a response is the stuff of fairy tales. (And the answer’s never what you want to hear.)

But a new spot from Kohler’s voice-controlled Verdera mirror leans into fantasy heritage, casting the evil queen as a modern, tech-savvy woman who gets the most out of furniture that listens. She's focused not on who’s the fairest but on being her best self--with the help of variable lighting modes and integrated music controls. A digital assistant looks up salon hours, edits her shopping list and even controls other bathroom amenities, like turning on the shower, all hands-free.

To direct the spot, Kohler tapped RSA Films’ Robert Stromberg, the eye behind “Maleficent,” another updated telling of the classic tale starring Angelina Jolie. The creative is from Kohler’s dedicated in-house agency, which has promoted other touchless bathroom fixtures.

The 45-second TV spot is running in multiple cuts, and out-of-home placements featuring the queen in full “evil” regalia debuted last week at McCarran Airport in Las Vegas for CES.