e.l.f. Cosmetics unveils telenovela-inspired Big Game ad

e.l.f. Cosmetics will return to the Big Game on Sunday, February 8, 2026, with a telenovela-inspired campaign that centres on inclusivity, accessibility and cultural connection.

The campaign stars Academy Award–nominated actor and producer Melissa McCarthy alongside Nicholas Gonzalez and Itatí Cantoral, and introduces a dramatic parody titled Melisa. The storyline follows McCarthy’s character as she wakes in a hospital bed and learns she has one day to learn Spanish before attending a major reggaeton concert, with e.l.f.’s Glow Reviver Lip Oil positioned as an unlikely catalyst in the narrative.

Tapping into cultural conversation

The creative draws on wider discussion around the Big Game’s entertainment programming in 2026, particularly interest in Spanish-language culture among English-speaking audiences. e.l.f. has used this moment to align its beauty proposition with language, humour and shared cultural experience.

Hispanic households account for 18 percent of e.l.f.’s buying households, 29 percent higher than the category average. The brand has previously built engagement through projects such as the telenovela series Descubre e.l.f.ecto and the music collaboration ojos.labios.cara with Manuel Turizo.

Brand partnerships and accessibility

As part of the campaign, e.l.f. has partnered with Duolingo to offer e.l.f. Beauty Squad loyalty members a complimentary Super Duolingo subscription, providing ad-free access to Spanish language learning.

Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty: "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 benefits of Glow Reviver Lip Oil with the comedy powerhouse of Melissa McCarthy and the presence of telenovela icon Itatí Cantoral during one of the most impactful cultural moments of the year. This campaign allows us to celebrate our Latin and Hispanic community in a meaningful way."

Melissa McCarthy: "I’ve always believed that laughter is universal — it’s one of the most genuine ways we connect. Teaming up with e.l.f. and stepping into the world of telenovelas felt special, and adding glossy, dramatic beauty to that format was unexpected and fun."

Nicholas Gonzalez: "Being part of a campaign that celebrates Latino storytelling through humour and heart on such a large stage was both meaningful and enjoyable."

Itatí Cantoral: "This project represents recognition of my roots and culture. Appearing in a campaign like this during the Big Game shows how beauty can be inclusive, accessible and powerful at the same time."

Production and rollout

The campaign was developed with 72andSunny Amsterdam and directed by Tim Heidecker, with creative consulting from Santiago Fabregas. It adopts classic telenovela production techniques, including heightened colour, stylised lighting and melodramatic pacing. The spot will stream on Peacock during the Big Game and roll out across television, social and digital channels.

www.elfbeauty.com

Follow Marketing Report on LinkedIn