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e.l.f. Cosmetics, a bold disruptor with a kind heart, announced that it will make an appearance during the Big Game on Sunday, February 8, 2026, with a telenovela-inspired campaign celebrating positivity, inclusivity, and accessibility.
Starring actor and producer Melissa McCarthy, actor and TV doctor Nicholas Gonzalez, iconic telenovela villain Itatí Cantoral, and e.l.f. Glow Reviver Lip Oil, this dramatic telenovela parody delivers the perfect e.l.f. twist. Our “e.l.f.enovela” - aptly named “Melisa” (me-LEE-sa, said in a deep, deep voice) - opens with McCarthy's character awakening in a hospital bed to discover she has only one day to learn Spanish before watching the biggest reggaeton concert in America. Her unlikely saviour? e.l.f.'s Glow Reviver Lip Oil.
The campaign draws inspiration from a highly engaged cultural conversation about the entertainment programming for the 2026 Big Game, especially the halftime show. English-speaking communities have embraced the idea of learning Spanish to fully participate in one of the year’s most significant shared cultural experiences.
Who's behind the e.l.f.enovela campaign?
- Agencies - 1Milk2Sugars
- Brand - e.l.f. Cosmetics
(click on the link to view the agency's Vendor Directory listing)
Working in partnership with Duolingo, the mobile learning platform, e.l.f. is offering all Beauty Squad loyalty members an exclusive benefit: a complimentary Super Duolingo subscription so they can learn Spanish ad‑free.
Of course, the hero of the story is e.l.f.'s Glow Reviver Lip Oil, which has the perfect pout power for McCarthy’s Rs to roll off her tongue – and her ultra-glossy, juicy lips. Glow Reviver Lip Oil has been e.l.f.’s best-selling product the past two years in a row, with one sold every 2.4 seconds in 2025.
“Everything we do at e.l.f. marries having your head in the stars to dream big and putting your feet on the ground to make it happen. We dreamt of pairing the absurdly good benefits of Glow Reviver Lip Oil with the comedy powerhouse of Melissa McCarthy, and the antagonist superpower of telenovela royalty Itatí Cantoral during the most impactful cultural moment of the year. That wish comes true on Sunday when we show up to celebrate with our Latin and Hispanic community in a meaningful way,” said Kory Marchisotto, Chief Marketing Officer at e.l.f. Beauty.
The 2026 campaign builds on e.l.f.'s Big Game legacy:
- In 2023, as one of the only beauty brands to participate, e.l.f. disrupted the space with a sticky advertisement demonstrating that beauty belongs everywhere
- In 2024, "Judge Beauty" delivered the verdict that it's a "crime" to overpay for makeup
- In 2025, “the e.l.f.time show” was a multi-pronged, disruptive, never-before-seen Ultimate Watch Party with a live-production, second-screen experience
Campaign Images:
(click to enlarge)
