Madonna is nothing if not self-aware–after all, she manipulated her own image successfully for several decades. In this new promotional video for her Macy’s Material Girl line, she pokes a lot of fun at herself–her image, her diva reputation, her age, her uncool mom-speak (“Whatevs” is “Timeless”)–while daughter Lola plays the annoyed teenager role perfectly. (We suspect she may not have had to act very hard.)

The video is actually a casting call for the new face (or “Lucky Star”) of the Material Girl line, which we’re assuming means Kelly Osbourne is out, or at least will be sharing the spotlight with some unknown girl. Open casting calls are happening around the country, starting on November 2 at Macy’s in Herald Square in NYC, then moving to other Macy’s stores throughout the country. Prizes for the chosen one include a trip to NYC, ads in the “coolest” magazines, ads online and in-store, a Times Square billboard, and $5,000 in cash.