{"id":1621712,"date":"2026-02-06T11:04:14","date_gmt":"2026-02-06T16:04:14","guid":{"rendered":"https:\/\/divine.ca\/?p=1621712"},"modified":"2026-02-06T11:04:14","modified_gmt":"2026-02-06T16:04:14","slug":"e-l-f-goes-full-telenovela-for-the-big-game","status":"publish","type":"post","link":"https:\/\/divine.ca\/en\/e-l-f-goes-full-telenovela-for-the-big-game\/","title":{"rendered":"e.l.f. Goes Full Telenovela for the Big Game and We\u2019re Here for the Drama"},"content":{"rendered":"<p data-start=\"82\" data-end=\"191\">Leave it to <a href=\"https:\/\/www.elfcosmetics.com\/en_CA?gclsrc=aw.ds&amp;gad_source=1&amp;gad_campaignid=23069402118&amp;gbraid=0AAAAACmexQzjE5MtJqp5-x9LPz_3xXjo7&amp;gclid=CjwKCAiAv5bMBhAIEiwAqP9GuGlj--w47AMQ3ZRgNKFjRI6lHmAn3z7cREs8aEHstKyzHC-4vOzEuBoC6j0QAvD_BwE\" target=\"_blank\" rel=\"noopener\"><span class=\"hover:entity-accent entity-underline inline cursor-pointer align-baseline\"><span class=\"whitespace-normal\">e.l.f. Cosmetics<\/span><\/span><\/a> to turn the <a href=\"https:\/\/divine.ca\/en\/judge-judy-sheindlin-cardi-b-star-in-super-bowl-ads\/\">Big Game<\/a> into a full-blown cultural moment.<\/p>\n<p data-start=\"193\" data-end=\"409\">On Sunday, February 8, 2026, the cult-favourite beauty brand shows up with a telenovela-inspired campaign that\u2019s equal parts absurd and heartfelt.<\/p>\n<p data-start=\"411\" data-end=\"735\">The spot stars Starring Academy Award nominated actor and producer <span class=\"hover:entity-accent entity-underline inline cursor-pointer align-baseline\"><span class=\"whitespace-normal\">Melissa McCarthy<\/span><\/span>, alongside <span class=\"hover:entity-accent entity-underline inline cursor-pointer align-baseline\"><span class=\"whitespace-normal\">Nicholas Gonzalez<\/span><\/span> and iconic telenovela villain <span class=\"hover:entity-accent entity-underline inline cursor-pointer align-baseline\"><span class=\"whitespace-normal\">Itat\u00ed Cantoral<\/span><\/span>. The unlikely hero? e.l.f.\u2019s Glow Reviver Lip Oil\u00a0 delivering glossy lips and, apparently, the confidence to learn Spanish in under 24 hours. We have a sneak peek since Canada doesn&#8217;t simulcast the popular USA commercials:<\/p>\n<div class=\"cs-embed cs-embed-responsive embed-responsive-16by9\"><iframe loading=\"lazy\" title=\"e.l.f. Presenta: MELISA | e.l.f. Cosmetics Game Day Commercial 2026\" width=\"1160\" height=\"653\" src=\"https:\/\/www.youtube.com\/embed\/ClX4DldtGq0?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<h3 id=\"meet-melisa-me-lee-sa-said-dramatically\" data-start=\"751\" data-end=\"799\">Meet \u201cMelisa\u201d (me-LEE-sa\u2026 said dramatically)<\/h3>\n<p data-start=\"801\" data-end=\"1181\">Dubbed <em data-start=\"808\" data-end=\"816\">Melisa<\/em> 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.<\/p>\n<p data-start=\"1183\" data-end=\"1462\">The concept taps into a real cultural conversation around the 2026 Big Game\u2019s entertainment programming, particularly the halftime show, with English-speaking audiences embracing the idea of learning Spanish to fully participate in one of the year\u2019s biggest shared experiences.<\/p>\n<p data-start=\"1464\" data-end=\"1596\">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.<\/p>\n<h3 id=\"beauty-with-cultural-roots-and-receipts\" data-start=\"1598\" data-end=\"1643\">Beauty with cultural roots (and receipts)<\/h3>\n<p data-start=\"1645\" data-end=\"1995\">e.l.f.\u2019s 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 <em data-start=\"1907\" data-end=\"1928\">Descubre e.l.f.ecto<\/em> and its viral collaboration \u201cojos.labios.cara\u201d with Manuel Turizo.<\/p>\n<p data-start=\"1997\" data-end=\"2286\">This year, they\u2019re taking it one step further. In partnership with <span class=\"hover:entity-accent entity-underline inline cursor-pointer align-baseline\"><span class=\"whitespace-normal\">Duolingo<\/span><\/span>, 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.<\/p>\n<h3 id=\"a-lip-oil-with-star-power\" data-start=\"2325\" data-end=\"2354\">A lip oil with star power<\/h3>\n<p data-start=\"2356\" data-end=\"2579\">At the center of it all is Glow Reviver Lip Oil. It\u2019s the perfect glossy sidekick for McCarthy\u2019s rolled Rs and ultra-juicy closeups.<\/p>\n<p data-start=\"2581\" data-end=\"2785\">McCarthy brings her signature warmth and comedic timing to the campaign, saying she loved stepping into the passionate world of telenovelas \u2014 especially when paired with shiny lips and over-the-top drama.<\/p>\n<p data-start=\"2581\" data-end=\"2785\">\u201cI\u2019ve always believed that laughter is universal \u2014 it\u2019s one of the most genuine ways we connect,\u201d said McCarthy. \u201cSo teaming up with my new friends at e.l.f. and stepping into the dramatic world of telenovelas \u2014 a genre full of passion and heart \u2014 felt really special. Adding glossy, juicy lips to all that melodrama was unexpected, joyful, and just plain fun.\u201d<\/p>\n<p data-start=\"2787\" data-end=\"3071\">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\u2019s inclusive, accessible, and impactful.<\/p>\n<p data-start=\"2787\" data-end=\"3071\">\n","protected":false},"excerpt":{"rendered":"<div class=\"post-excerpt\">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&hellip;<\/div>\n<div class=\"post-more\"><a href=\"https:\/\/divine.ca\/en\/e-l-f-goes-full-telenovela-for-the-big-game\/\" class=\"button button-primary button-effect\"><span>View Post<\/span><span><i class=\"cs-icon cs-icon-arrow-right\"><\/i><\/span><\/a><\/div>\n","protected":false},"author":6,"featured_media":1621713,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[14355,16389,16388,16390,14050,4140,14350,16385,16386,16387],"powerkit_post_featured":[2,10391],"class_list":{"0":"post-1621712","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-beauty","8":"tag-e-l-f-cosmetics","9":"tag-e-l-f-cosmetics-glow-reviver-lip-oil","10":"tag-e-l-f-cosmetics-super-bowl-ad","11":"tag-glow-reviver-lip-oil","12":"tag-lip-oils","13":"tag-melissa-mccarthy","14":"tag-super-bowl-ads","15":"tag-super-bowl-commercials","16":"tag-super-bowl-sunday","17":"tag-telenovela"},"_links":{"self":[{"href":"https:\/\/divine.ca\/en\/wp-json\/wp\/v2\/posts\/1621712","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/divine.ca\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/divine.ca\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/divine.ca\/en\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/divine.ca\/en\/wp-json\/wp\/v2\/comments?post=1621712"}],"version-history":[{"count":3,"href":"https:\/\/divine.ca\/en\/wp-json\/wp\/v2\/posts\/1621712\/revisions"}],"predecessor-version":[{"id":1621718,"href":"https:\/\/divine.ca\/en\/wp-json\/wp\/v2\/posts\/1621712\/revisions\/1621718"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/divine.ca\/en\/wp-json\/wp\/v2\/media\/1621713"}],"wp:attachment":[{"href":"https:\/\/divine.ca\/en\/wp-json\/wp\/v2\/media?parent=1621712"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/divine.ca\/en\/wp-json\/wp\/v2\/categories?post=1621712"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/divine.ca\/en\/wp-json\/wp\/v2\/tags?post=1621712"},{"taxonomy":"powerkit_post_featured","embeddable":true,"href":"https:\/\/divine.ca\/en\/wp-json\/wp\/v2\/powerkit_post_featured?post=1621712"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}