TV Commercial Review
Memorable
Effective
Style
Heart or Humor
Execution
Hilarious
You will definitely smile!
The e.l.f. Cosmetics Super Bowl 2023 commercial features actress Jennifer Coolidge. A brave move to start at the Big Game as this ad is the first-ever television commercial of e.l.f. Cosmetics.
In a series of sticky situations, Jennifer takes viewers through her first experience with Power Grip Primer – playing on the sticky, grippy power of Power Grip Primer.
The script was co-written by Mike White, award-winning writer, actor, producer, and director, who is known most recently as the 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 led the casting. Award-winning director Maggie Carey directed the spot and collaborated with director Neal Brennan. Caviar produced the spot.
e.l.f. Cosmetics Super Bowl 2023 commercial PR Statements:
“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.“
“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.”
