The verdict is in: In e.l.f. we trust. Culture-shaper and bold-disruptor e.l.f. Cosmetics is heading to court on Sunday, February 11, 2024, kicking off its most entertaining moment yet with its TV spot, “Judge Beauty.”
The campaign makes a compelling case that beauty should be accessible to everyone, regardless of their background or budget.
“Here are the eyes.lips.facts: Culture and community are what drive us down the field every time. What e.l.f. illuminates at the Big Game is what our community cares most about, serving value with values,” says Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty. “We’re leaning into the true diversity of the Big Game and carving a path that proves beauty not only belongs there, but everywhere. Our community trusts us to put them at the center of the conversation, and this campaign is going to do just that.”
The spot is set in the fictional e.l.f. Courtroom which is portrayed as the highest authority on beauty-related offenses. Judge Judy Sheindlin assumes the role of “Judge Beauty,” championing affordable and cruelty-free cosmetics as the industry standard.
Accompanying her are acclaimed actors Rick Hoffman and Gina Torres, embodying spirited litigants, while Sarah Rafferty fulfills the role of the court stenographer. Additionally, GRAMMY Award-winning artist Meghan Trainor serves as the court TV correspondent, offering her unique perspective on the proceedings. The diverse jury includes prominent personalities such as Ronald Gladden, Heidi N Closet, Benito Skinner, and Sarah Rose, with Emmanuel Acho acting as the steadfast bailiff. Watch below:
And here’s a Behind-the-Scenes look:
“Doing a Big Game commercial has been on my bucket list for ages,” says Judge Judy Sheindlin, who is making her commercial and Big Game Debut with e.l.f. Cosmetics. “The trick was finding the right brand partner. So when I tried the products and liked them, it was the perfect fit! It’s just foolishness to spend a fortune on makeup when e.l.f. does the job so exquisitely.”
Central to the campaign is e.l.f.’s Halo Glow Liquid Filter, a $14 complexion enhancer that has garnered immense popularity among consumers and emerged as the brand’s top-selling product of 2023. Directed by Zach Woods and crafted by SHADOW, the creative minds behind the campaign challenge entrenched beauty norms and underscore e.l.f.’s commitment to affordability and inclusivity in the cosmetics industry.
Following its debut during the Big Game, e.l.f. plans to expand the campaign across various digital platforms, extending its message of inclusive beauty far beyond the confines of traditional advertising.
This marks e.l.f.’s second appearance at the Big Game, following the success of its “eyes.lips.face.sticky.” spot featuring Power Grip Primer during the 2023 event. With “Judge Beauty,” e.l.f. continues to push boundaries and redefine beauty standards, empowering individuals to embrace their unique identities with confidence and authenticity.
Super Bowl LVIII will be played at Allegiant Stadium in Las Vegas, Nevada on Sunday, February 11, 2024. It will be broadcast on CBS and streamed on Paramount+ and Nickelodeon. Usher will perform at halftime.
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