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Elf Cosmetics primes itself for its TV debut in Super Bowl LVII


By Audrey Kemp | Junior Reporter

February 3, 2023 | 3 min read

Elf Cosmetics is taking its top-selling makeup primer to primetime at Super Bowl LVII with White Lotus filmmaker Mike White.

makeup product

Elf’s first-ever campaign will spotlight the brand’s top-selling primer / Elf Cosmetics

Let the beauty games begin: affordable makeup brand Elf Cosmetics will launch its first-ever TV commercial at Super Bowl LVII.

Central to the campaign is the brand’s TikTok-viral ’Power Grip Primer,’ which became the number-one best-selling face primer in the US last year, according to The NPD Group. The 30-second spot will demonstrate the product’s gel formula and soft focus effect and star an award-winning actress whose identity has not yet been disclosed.

The national spot is slated to premiere during the second quarter of the big game, while the brand also bought a national spot for streaming on the Fox Sports app and Fox Now.

The campaign was ideated and cast by Elf’s longtime creative agency partner, Shadow. The script was co-written by Shadow and award-winning filmmaker Mike White, known for creating HBO’s comedy-drama series, The White Lotus.

Maggie Carey and Neal Brennan co-directed the campaign, while Caviar produced. Tinuiti handled the paid media strategy and planning.

See all the Big Game ads announced thus far on The Drum’s Super Bowl LVII Scoreboard . For more, sign up for The Drum’s daily US newsletter here .

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