E.l.f. Cosmetics is making a strategic play during the upcoming Super Bowl, launching a purpose-driven campaign that cleverly integrates with the buzz surrounding Bad Bunny's highly anticipated halftime show. The beauty brand's initiative, which includes a 30-second spot airing on Peacock during the big game, was born from a unique convergence of cultural moments, according to CMO Kory Marchisotto. This move highlights E.l.f.'s ongoing commitment to the Latino community and innovative marketing.
“It’s what I call constellation building. There are signals that hit you at a variety of points, and when they all connect and the constellation forms, it’s bingo — go,” Marchisotto explained.
The Genesis of a Super Bowl Spot
The idea for the campaign originated while the E.l.f. marketing team was developing the next installment of its telenovela-inspired “Descubre e.l.f.ecto” series. A pivotal moment came during Bad Bunny’s “Saturday Night Live” monologue in October, where he humorously challenged English speakers to learn Spanish in time for his groundbreaking halftime show. E.l.f. recognized this as a unique opportunity to merge its popular telenovela content with Bad Bunny’s cultural moment, necessitating a prominent platform.
“This might be the right moment for us to get into the Super Bowl conversation, which was not actually part of our plan at that moment. We were not planned to be playing in the way that we are now,” Marchisotto said, reflecting on the brand’s strategic pivot.
“Melisa”: A Telenovela Twist for the Big Game
The resulting campaign features “Melisa,” a telenovela-inspired video starring Melissa McCarthy, Nicholas Gonzalez of “The Good Doctor,” and iconic telenovela villain Itatí Cantoral. Produced with the distinct visual standards of the genre—including 30 frames-per-second video, hypersaturated colors, and dramatic lighting—“Melisa” injects melodrama into McCarthy’s use of the E.l.f. Glow Reviver Lip Oil, the company’s best-selling product for the past two years.
“What is the new superpower that [the product] can give you? We came up with the idea that it’s so absurdly good at moisturizing and hydrating that it’ll help you roll your Rs in time to speak Spanish for the big game,” Marchisotto elaborated.
“Melisa” was created in collaboration with 72andSunny Amsterdam and directed by Tim Heidecker. After its 30-second debut on Peacock during the Super Bowl, the ad will run for eight weeks on Spanish-speaking networks like Univision, other broadcast networks, and across social, gaming, and digital channels. As an extension of the campaign, E.l.f. will offer its Beauty Squad loyalty members a free one-month subscription to Duolingo’s Super subscription, aiming to democratize access to second-language learning.
Celebrating Community and Cultural Resonance
E.l.f.’s latest campaign builds on its evolving strategy for the Super Bowl. The brand previously ran a regional ad targeting women in 2023 before airing a national Super Bowl ad in 2024. Last year, E.l.f. experimented with a live, second-screen experience on Tubi to engage Gen Z consumers.
“This year, it wasn't actually about the Super Bowl to begin with. It was about being woven into the fabric of culture,” Marchisotto explained. “What’s the best way to come in with a different strategy so that we can test and learn and discover a new way to get into the game?”
This streaming-only approach for the Super Bowl ad, while less expensive than a national broadcast spot, allowed E.l.f. to reach a highly engaged audience that has shifted from traditional broadcast to streaming platforms. The campaign also reinforces E.l.f.’s deep commitment to Latino consumers and Hispanic culture, a focus evident in its ongoing “Descubre e.l.f.ecto” series and its collaboration with Colombian singer Manuel Turizo on the song and music video “ojos.labios.cara.”
Hispanic households represent a significant demographic within the cosmetics category and for E.l.f. specifically. They spend an average of $250 per year on cosmetic and nail grooming, which is 27% more than non-Hispanic households. Furthermore, Hispanic households constitute 18% of E.l.f.-buying households, a figure 29% higher than the category average, according to statistics shared by Marchisotto.
“We do everything in service to the community. We’ve been showing up for the Latino community since the beginning,” the executive stated. “What I’m looking at is a community that is calling for us, a community that loves us, a community that we've been serving for years.”
Standing Firm Amidst Backlash
E.l.f.’s embrace of the Latino community comes amidst broader cultural discussions. Bad Bunny’s selection as the first Latin American male artist to headline the Super Bowl halftime show—where he is expected to perform primarily in Spanish—has faced conservative backlash, with groups like Turning Point USA promising counter-programming. However, this opposition is not influencing E.l.f.’s decision-making, as the brand remains steadfast in its purpose-driven work.
“They can all go stress about that,” Marchisotto affirmed. “I’m stressing about how to best show up for the community, to make the world a better place for every eye, lip and face.”
