Elf Cosmetics primes itself for its TV debut in Super Bowl LVII
Elf Cosmetics is taking its top-selling makeup primer to primetime at Super Bowl LVII with White Lotus filmmaker Mike White.
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.
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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.
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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 .