E.l.f. Cosmetics will once again tap into the universality of sports in its new multi-platform campaign, “Eyes. Lips. Face. Fandom.,” which will make its broadcast debut to an estimated 22 million viewers during the Macy’s Thanksgiving Parade on Thursday, Nov. 28.
Starring actors Joey King (The Kissing Booth, A Family Affair) and Lucien Laviscount (Emily in Paris, Waterloo Road), the spot features the ultimate face-off — meeting the parents on Thanksgiving while supporting opposing teams. The ad centers on E.l.f.’s best-selling Power Grip Primer: “Only Power Grip Primer can create a bond sticky enough between these would-be rivals, making everyone a winner,” according to a company press release.
This latest spot continues E.l.f’s ongoing push into the world of sports, which this year has included campaigns with tennis star Billie Jean King for its “Change The Board Game” initiative, as well as a Super Bowl spot and becoming the first-ever beauty brand to sponsor at the Indy 500.
“Fandom is fueled by an e.l.f.ing amazing community of undefeated enthusiasts,” said Kory Marchisotto, Chief Marketing Officer of E.l.f. Beauty in a statement. “Our community is comprised of a beautiful tapestry of kindred spirits rallying around a shared passion, not because they fit into a box defined by someone else. We don’t allow stereotypes to limit the audience of our products.”
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Following its debut during the Macy’s Thanksgiving Day Parade, the “Eyes. Lips. Face. Fandom.” campaign will have high-visibility placements during key moments throughout the holiday season.
