“We’re deeply embedded in celebrating the Latin neighborhood,” Marchisotto mentioned. “It is a neighborhood that has been an enormous a part of our journey, and we’ve been celebrating them by way of a collection of beats. This was a straightforward one for us to say ‘sure’ to when Unhealthy Bunny threw down the problem.”
For Tremendous Bowl 60, e.l.f. consciously included cultural references within the “Melísa” advert that talk particularly to the Hispanic viewers.
“The plastic chair, which brings communities collectively; the sombrero, which is particularly formed like Unhealthy Bunny’s pava; after which Itatí, who’s telenovela royalty,” she mentioned. “They’ve all the pieces in there to point out them that it is a celebration of their tradition.”
Bringing magnificence to the Large Recreation
E.l.f. is one thing of a pioneer within the current uptick in magnificence and female-focused manufacturers promoting within the Tremendous Bowl.
The corporate aired its first Tremendous Bowl business in 2023, starring actress and White Lotus Season 1 star Jennifer Coolidge, which aired regionally in 9 markets. The advert was co-written by White Lotus director Mike White.
In 2024, e.l.f returned to the sport with a nationwide advert parodying Decide Judy. Final yr, the model hosted the “E.l.f. Time Present,” a livestream on its social channels hosted by sportscaster Suzy Shuster, actress and comic Yvonne Orji, and drag queen Heidi N Closet.
Marchisotto mentioned given knowledge that exhibits 50% of the Tremendous Bowl viewers are feminine, e.l.f. noticed a possibility to serve an missed viewers.
“We’re an emblem of the underdog, and a champion of the missed,” Marchisotto mentioned. “After we got here to the Tremendous Bowl years in the past, it was for that purpose: to point out up for the underserved, to be the champion of the folks that no one was speaking to.”
This yr, the presence of magnificence manufacturers within the Tremendous Bowl is rising; up to now, e.l.f. is joined by Eos and Dove within the Large Recreation.
