Again when he hosted the 2025 Saturday Night time Dwell premier in October, Unhealthy Bunny instructed Individuals they’d 4 months to be taught Spanish forward of his Tremendous Bowl Halftime Present efficiency on Feb. 8.
E.l.f. took the problem head-on. The make-up and sweetness model revealed at this time that it’ll return to the Large Recreation for the third consecutive yr, this time with a streaming-only purchase on Peacock.
The 2-minute advert is a telenovela-style movie starring comic and actress Melissa McCarthy, who learns to roll her Rs in an effort to put together for “the world’s greatest reggaeton present.”
Realizing in a panic that she doesn’t converse Spanish, McCarthy crashes her automobile and wakes up in a telenovela titled “Melísa,” during which her character is being cared for by actor and TV physician Nicholas Gonzalez.
McCarthy struggles to be taught Spanish, saying nonsensical, horribly accented sentences like “yo soy un baño” (I’m a toilet), till Gonzalez trains her with the assistance of e.l.f’s Glow Revolver Lip Oil. “You want juicy lips so you possibly can ‘rrrrr’ these Rs,” he says.
All of the whereas McCarthy is taunted by a jealous physician, performed by iconic telenovela villain Itatí Cantoral, till she’s prepared for the massive present.
The advert makes use of real cleaning soap opera and telenovela filming methods, shot in 30 frames per second with hyper-saturated shade.
Along with the advert, e.l.f. is partnering with Duolingo to supply all members of its loyalty program a two-week free tremendous subscription to the platform to be taught Spanish.
“The purpose is to be humorous and have fun the Latin neighborhood,” e.l.f. chief advertising officer Kory Marchisotto instructed ADWEEK.
Porqué Telenovelas?
That is e.l.f.’s fourth telenovela marketing campaign.
The technique started in 2023, when the model launched a single with Latin music star Manuel Turizo referred to as “ojos. labios. cara.” The monitor debuted on the artist’s YouTube channel and iHeartRadio, in addition to the model’s YouTube and TikTok accounts.
E.l.f. adopted up with “Descubre e.l.f.ecto,” a telenovela miniseries launched in Mexico final March, which can premier a second season later in February.
