E.l.f. Cosmetics is returning to the Super Bowl this year with a telenovela-inspired campaign, which it says taps into the “cultural conversation” around rapper Bad Bunny headlining the half-time show.
The beauty company’s two-minute “dramatic” telenovela parody – which features Academy Award–nominated actor and producer Melissa McCarthy, and actor and television doctor Nicholas Gonzalez – will be aired during the American football game on 8 February.
E.l.f. Cosmetics said the campaign draws inspiration from the “highly-engaged” online conversation surrounding Super Bowl LX’s entertainment programming.
Especially the half-time performance by Puerto Rican pop star Bad Bunny, who won Best Album at the Grammys on 2 February 2026.
The company said it leaned into English-speaking communities, embracing the idea of learning Spanish to be fully engaged with “one of the most significant” and shared-experience cultural events.
This was after Bad Bunny told Americans they had four months to learn Spanish ahead of his 2026 Super Bowl performance during his appearance on television show Saturday Night Live in October 2025.
“The Latin and Hispanic communities are very important to us, and we always want to show up in ways that are most meaningful to them,” Kory Marchisotto, Chief Marketing Officer, e.l.f. Cosmetics, told Cosmetics Business.
“E.l.f. [Cosmetics] over indexes with the Hispanic community – Hispanic households represent 18% of e.l.f. buying households, [which is] 29% higher than the cosmetics category average.
“With four telenovelas under our belt and a chart-topping music anthem – ojos.labios.cara., created with Colombian sensation Manuel Turizo – we put our head in the stars to dream
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