Elf Cosmetics is dropping its first-ever television commercial on Super Bowl LVII this Sunday during the second quarter featuring the Power Grip Primer. 

 

With 68 million views on TikTok, Power Grip Primer is praised for its ability to grip makeup while giving skin a soft-focus effect for a smoother complexion. Power Grip Primer is teaming up with award-winning actress Jennifer Coolidge to star in Elf’s first television spot.

 

“I've always been passionate about vegan and cruelty free beauty. Years ago, I studied makeup artistry and that really shaped my relationship with beauty,” shared Jennifer Coolidge. “I adore Elf Cosmetics' accessible, incredible products. Power Grip Primer works beautifully and makes my skin sticky, glowy and dewy in the best way possible! I truly enjoyed this collaborative experience with Elf.”

 

In a series of sticky situations, Coolidge takes viewers through her first experience with Power Grip Primer. Starting today, Elf is releasing a teaser of the spot. (Check it out below.) 

 

The script was co-written by Mike White, award-winning writer, actor, producer and director, who is known most recently as creator of HBO's hit comedy-drama series The White Lotus, and Shadow, Elf Beauty's long-term creative marketing and communications agency. Shadow also developed the creative and lead the casting. Award-winning director Maggie Carey directed the spot and collaborated with director Neal Brennan. The spot was produced by Caviar. The paid media strategy and planning was prepared by performance marketing firm Tinuiti, Elf Beauty's long-term digital agency of record.

 

The 30 second spot will stream nationally on the Fox Sports app and Fox NOW. It will also air on local owned and operated FOX networks in the New York, Los Angeles, Chicago, Dallas, Philadelphia, Atlanta, Houston, Washington, D.C., and San Francisco metro areas.

 

Along with Sunday’s spot, viewers will be able to shop Elf’s limited-edition The Dolphin Face Bundle ($33) on elfcosmetics.com, which includes three of e.l.f.’s superstar Holy Grails, including Power Grip Primer, Halo Glow Liquid Filter and O FACE Satin Lipstick.