A magic mirror tells an 'evil' queen some good news for a change

Kohler's voice-activated bathroom fixture avoids a tragic fairy tale ending

Published On
Jan 15, 2019

Editor's Pick

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.


Jan 15, 2019
Client :
Agency :
Creative Director :
Camm Rowland
ACD – Art Director :
Ewa Lonska
ACD – Copywriter :
Beth Kerin
Production Designer :
Jin Kim
Set Senior Interior Designer :
Jordan Gottsacker
Account Director :
Jamie VanDixhorn
Senior Manager, Account Management :
Elizabeth Radue
Project Manager :
Kelly Gndotke
Project Manager :
Jaclyn Novak
Head of Production :
George Friedman
Producer :
Natalie Lum Freedman
Art Buyer :
Jess Dudley
Commercial Production Co. :
RSA Films
Director :
Robert Stromberg
Managing Director :
David Mitchell
Executive Producer :
Tracie Norfleet
Producer :
Alejandra Quesada
Director of Photography :
John Mathieson
Head of Production :
Elicia Laport
Print Production Co. :
TNC Productions
Photographer :
Sacha Waldman
Wardrobe :
Candice Lee Moore
Producer :
Stuart Hart
Editorial Co. :
The Whitehouse Post
Editor :
Tobias Suhm
Assistant Editor :
Amanda Marien
Producer :
Lauren Connolly
Carbon VFX
Colorist :
Julien Biard
Color Assist :
Angelica Anderson
Flame Artist :
Matt Bregger
Flame Artist :
Ed Nichols
Flame Artist :
Heidi Anderson
Flame Assist :
Steven Wind
Sr. Producer :
Kate Soczka
Mix :
Another Country
Mix :
Erik Widmark
Mix :
Drew Weir
Audio Assist :
Patricia Ramos
Executive Producer :
Tim Konn
Producer :
Louise Rider
Music :
Composer :
Dan Zank
Sound Designer :
Jeff Dittenber
Executive Producer :
Michael Yessian
Producer :
Lars Makie
Music Licensing :
Music Licensing Coordinator :
Stephen McNally
Costume Designer :
Ami Goodheart

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