In its biggest eyes.lips.first. ever, e.l.f. Cosmetics is putting its first television commercial on air in SBLVII. This ad will appear in the second quarter of the game, showing Jennifer Coolidge trying the companies Power Grip Primer.
“The genesis for this campaign is our COMMUNITY who adore Power Grip Primer. They propelled it to the #1 Primer in the U.S.; coining it ‘Sticky AF’ and ‘makeup glue’,” explained Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty. “Once we realized the viral power of Power Grip Primer, the entertainment value of the stickiness, and how much fun our community was having with it, we knew it was time to lean in harder than ever before. The stars aligned to bring e.l.f. and Jennifer together at the intersection of pop culture magic and the virality of one of the hottest beauty products.”
“I've always been passionate about vegan and cruelty free beauty. Years ago, I studied makeup artistry and that really shaped my relationship with beauty," shared Jennifer Coolidge. “I adore e.l.f. Cosmetics' accessible, incredible products. Power Grip Primer works beautifully and makes my skin sticky, glowy and dewy in the best way possible! I truly enjoyed this collaborative experience with e.l.f."
In this teaser ad Jennifer notices her dewy, glowy and dolphin-like her skin is, referencing an interview where she jokingly said she'd like to play a dolphin.
The script was co-written by Mike White, award-winning writer, actor, producer and director, who is known most recently as creator of HBO's hit comedy-drama series The White Lotus, and SHADOW, e.l.f. Beauty's long-term creative marketing and communications agency. SHADOW also developed the creative and lead the casting. Award-winning director Maggie Carey directed the spot and collaborated with director Neal Brennan. The spot was produced by Caviar. The paid media strategy and planning was prepared by performance marketing firm Tinuiti, e.l.f. Beauty's long-term digital agency of record.
"From the onset, we knew we were going to do something groundbreaking,” said Brian Vaughan, Executive Creative Director and Partner, SHADOW. “Adding Jennifer to this trifecta, brought the whole moment to life as only she could, and we think the final result is going to stick with e.l.f fans, and the entire audience at the game of games.”
The 30 second spot will stream nationally on the Fox Sports app and Fox NOW. It will also air on local owned and operated FOX networks in the New York, Los Angeles, Chicago, Dallas, Philadelphia, Atlanta, Houston, Washington, D.C., and San Francisco metro areas.