“We’re deeply embedded in celebrating the Latin community,” Marchisotto said. “This is a community that has been a huge part of our journey, and we’ve been celebrating them through a series of beats. This was an easy one for us to say ‘yes’ to when Bad Bunny threw down the challenge.”
For Super Bowl 60, e.l.f. consciously included cultural references in the “Melísa” ad that speak specifically to the Hispanic audience.
“The plastic chair, which brings communities together; the sombrero, which is specifically shaped like Bad Bunny’s pava; and then Itatí, who is telenovela royalty,” she said. “They have everything in there to show them that this is a celebration of their culture.”
Bringing beauty to the Big Game
E.l.f. is something of a pioneer in the recent uptick in beauty and female-focused brands advertising in the Super Bowl.
The company aired its first Super Bowl commercial in 2023, starring actress and White Lotus Season 1 star Jennifer Coolidge, which aired locally in nine markets. The ad was co-written by White Lotus director Mike White.
In 2024, e.l.f returned to the game with a national ad parodying Judge Judy. Last year, the brand hosted the “E.l.f. Time Show,” a livestream on its social channels hosted by sportscaster Suzy Shuster, actress and comedian Yvonne Orji, and drag queen Heidi N Closet.
Marchisotto said given data that shows 50% of the Super Bowl viewers are female, e.l.f. saw an opportunity to serve an overlooked audience.
“We are a symbol of the underdog, and a champion of the overlooked,” Marchisotto said. “When we came to the Super Bowl years ago, it was for that reason: to show up for the underserved, to be the champion of the people that nobody was talking to.”
This year, the presence of beauty brands in the Super Bowl is growing; so far, e.l.f. is joined by Eos and Dove in the Big Game.
