Leave it to e.l.f. Cosmetics to turn the Big Game into a full-blown cultural moment.
On Sunday, February 8, 2026, the cult-favourite beauty brand shows up with a telenovela-inspired campaign that’s equal parts absurd and heartfelt.
The spot stars Starring Academy Award nominated actor and producer Melissa McCarthy, alongside Nicholas Gonzalez and iconic telenovela villain Itatí Cantoral. The unlikely hero? e.l.f.’s Glow Reviver Lip Oil delivering glossy lips and, apparently, the confidence to learn Spanish in under 24 hours. We have a sneak peek since Canada doesn’t simulcast the popular USA commercials:
Meet “Melisa” (me-LEE-sa… said dramatically)
Dubbed Melisa and pronounced with maximum melodrama, the parody opens with McCarthy waking up in a hospital bed to discover she has just one day to learn Spanish before attending the biggest reggaeton concert in America. Her salvation arrives in the form of Glow Reviver Lip Oil, setting off a chain of exaggerated plot twists that lovingly poke fun at classic soap-opera tropes.
The concept taps into a real cultural conversation around the 2026 Big Game’s entertainment programming, particularly the halftime show, with English-speaking audiences embracing the idea of learning Spanish to fully participate in one of the year’s biggest shared experiences.
For e.l.f., whose mission centers on making great beauty accessible to every eye, lip, and face, it was a natural moment to lean in.
Beauty with cultural roots (and receipts)
e.l.f.’s connection to its Latin and Hispanic community runs deep: Hispanic households make up 18% of e.l.f. buying households which is 29% higher than the category average. The brand already celebrates this audience through projects like its ongoing telenovela series Descubre e.l.f.ecto and its viral collaboration “ojos.labios.cara” with Manuel Turizo.
This year, they’re taking it one step further. In partnership with Duolingo, e.l.f. is offering complimentary Super Duolingo subscriptions to all e.l.f. Beauty Squad loyalty members and removing ads and barriers so fans can start learning Spanish right away.
A lip oil with star power
At the center of it all is Glow Reviver Lip Oil. It’s the perfect glossy sidekick for McCarthy’s rolled Rs and ultra-juicy closeups.
McCarthy brings her signature warmth and comedic timing to the campaign, saying she loved stepping into the passionate world of telenovelas — especially when paired with shiny lips and over-the-top drama.
“I’ve always believed that laughter is universal — it’s one of the most genuine ways we connect,” said McCarthy. “So teaming up with my new friends at e.l.f. and stepping into the dramatic world of telenovelas — a genre full of passion and heart — felt really special. Adding glossy, juicy lips to all that melodrama was unexpected, joyful, and just plain fun.”
Gonzalez echoed that sentiment, calling the experience both meaningful and wildly fun, while Cantoral shared how powerful it felt to represent Latina storytelling on such a massive stage, noting that e.l.f. embodies progress through beauty that’s inclusive, accessible, and impactful.
