The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec

Marketing Ad Spend Brand Strategy

Elf Cosmetics primes itself for its TV debut in Super Bowl LVII


By Audrey Kemp | LA reporter

February 3, 2023 | 3 min read

Elf Cosmetics is taking its top-selling makeup primer to primetime at Super Bowl LVII with White Lotus filmmaker Mike White.

makeup product

Elf’s first-ever campaign will spotlight the brand’s top-selling primer / Elf Cosmetics

Let the beauty games begin: affordable makeup brand Elf Cosmetics will launch its first-ever TV commercial at Super Bowl LVII.

Central to the campaign is the brand’s TikTok-viral ’Power Grip Primer,’ which became the number-one best-selling face primer in the US last year, according to The NPD Group. The 30-second spot will demonstrate the product’s gel formula and soft focus effect and star an award-winning actress whose identity has not yet been disclosed.

The national spot is slated to premiere during the second quarter of the big game, while the brand also bought a national spot for streaming on the Fox Sports app and Fox Now.

The campaign was ideated and cast by Elf’s longtime creative agency partner, Shadow. The script was co-written by Shadow and award-winning filmmaker Mike White, known for creating HBO’s comedy-drama series, The White Lotus.

Maggie Carey and Neal Brennan co-directed the campaign, while Caviar produced. Tinuiti handled the paid media strategy and planning.

See all the Big Game ads announced thus far on The Drum’s Super Bowl LVII Scoreboard. For more, sign up for The Drum’s daily US newsletter here.

Marketing Ad Spend Brand Strategy

More from Marketing

View all


Industry insights

View all
Add your own content +