E.l.f. buys its first Super Bowl ad after last year’s regional success

E.l.f. will air its first national Super Bowl ad with a 30-second spot directed by actor, writer and director Zach Woods, known for his roles on NBC’s “The Office” and HBO’s “Silicon Valley.” The buy into the national CBS broadcast on Feb. 11 follows an extensive regional Super Bowl appearance last year for e.l.f. with an ad featuring Jennifer Coolidge. That appearance marked a departure for the fast-growing cosmetics brand, which previously invested relatively little in linear TV and streaming. Super Bowl commercials Tracking the latest brand and agency plans Enter here This year, e.l.f. competitor L’Oreal USA’s Nyx will also do an extensive regional Super Bowl buy in “top U.S. markets,” according to a spokesperson for that brand. Nyx has not yet released other details. The e.l.f. ad will focus on the brand’s $14 Halo Glow Liquid Filter complexion booster, which was its top-selling product of 2023 with one sold every 4 seconds, a brand spokesperson said. Other details, including whether an agency worked on the spot, were not available. Halo Glow has become one of the most viral products for a brand known for its social reach, with more than 422 million views to date on TikTok. Last year’s spot featured Coolidge, an Emmy winner for her role in “The White Lotus.” It was directed by Mike White, who co-wrote the commercial script and directs that HBO series. That spot focused on e.l.f. fan Coolidge’s love of Power Grip Primer and helped propel the product to best-seller status in mass color cosmetics in 2023, according to e.l.f., citing NielsenIQ data. E.l.f. has been on a roll for years, with growth accelerating of late even against difficult comparisons, with sales up 76% to nearly $216 million for the fiscal second quarter ended Oct. 31. Check out the latest Ad Age events and award programs

E.l.f. buys its first Super Bowl ad after last year’s regional success

Featured Stories