"Released on Feb. 3, e.l.f.'s latest Super Bowl swing sees McCarthy in full panic mode, racing to learn Spanish ahead of Bad Bunny's halftime performance. After crashing her car, she wakes up in a hospital only to learn she has one day to become fluent. With the help of a hot doctor played by Nicholas Gonzalez - and e.l.f.'s Glow Reviver Lip Oil, naturally - McCarthy transforms into "Melisa." But not before legendary telenovela villain Itatí Cantoral, cast as a jealous nurse, completely loses it over Melisa's suddenly perfect pronunciation and main character moment."
""I've always believed that laughter is universal - it's one of the most genuine ways we connect," McCarthy said in a statement. "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.""
""They gave us acting, marketing, and telenovela," one Instagram user commented."
""The drama, the gloss, the Melisa of it all.""
e.l.f. Cosmetics released a Super Bowl commercial starring Melissa McCarthy that parodies telenovelas while promoting Glow Reviver Lip Oil. McCarthy's character rushes to learn Spanish ahead of Bad Bunny's halftime performance, crashes her car, and wakes in a hospital with one day to become fluent. Nicholas Gonzalez appears as a helpful doctor and Itatí Cantoral plays a jealous nurse reacting to Melisa's perfect pronunciation. The campaign leans into campy humor and glossy-lip visuals, echoes e.l.f.'s prior eccentric ads, generated positive social media reaction, and targets Hispanic customers. Hispanic households make up 18% of e.l.f.'s customer base, nearly 30% higher than the industry average. The effort includes a partnership with Duolingo.
Read at Bustle
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