Embracing the Super Bowl Spirit: Brands Gear Up for Impactful Advertisements
As the Super Bowl approaches, excitement isn’t just limited to the game itself. A growing number of women in the U.S. are eagerly anticipating the event, creating fresh opportunities for brands, particularly in the beauty and skincare industries. With the latest statistics indicating that 62% of women aged 18 and older plan to tune in this year—up from last year—brands like E.L.F., EOS, and Dove are strategizing unique and engaging ads to capture their attention.
E.L.F.’s Clever Campaign
E.L.F. Cosmetics is stepping up with a fun, telenovela-inspired campaign featuring the comedic talent of Melissa McCarthy. The ad promotes their best-selling Glow Reviver Lip Oil and is aimed at bridging cultural gaps while adding humor. The storyline involves McCarthy facing the humorous challenge of learning Spanish just in time for a concert, supported by a dashing doctor and a bit of friendly rivalry from telenovela icon Itatí Cantoral.
To further engage viewers, E.L.F. is partnering with Duolingo to offer loyalty members a chance to learn Spanish through a complimentary Super Duolingo subscription. This initiative not only connects with their core audience, which includes 18% Latin households, but also emphasizes E.L.F.’s commitment to cultural celebration.
EOS’s Edgy Humor
Following a successful campaign last year, EOS returns with its own humorous take on advertisements. This year, they’ve enlisted comedian Mikey Day from “Saturday Night Live” for a comedic spoof inspired by “Is It Cake?” showcasing their new pistachio-scented Cashmere Body Mist. The ad will air in over 20 markets, significantly expanding their reach and promising to entertain while introducing a delightful new scent.
Dove’s Empowering Message
Dove is continuing its focus on empowering young girls and promoting confidence in sports with their new ad, “The Game Is Ours.” Aimed at addressing the concerning trend of girls dropping out of sports—often due to low confidence—this initiative is part of Dove’s long-standing Self-Esteem Project. The ad seeks to inspire girls to continue participating in sports, reinforcing the message of self-acceptance and empowerment.
Conclusion
As brands prepare their Super Bowl advertisements, the focus is on creating connections with diverse audiences through humor, education, and empowerment. From E.L.F.’s culturally-themed ad to EOS’s lighthearted humor and Dove’s inspiring messages, each campaign is designed not only to entertain but also to resonate deeply with viewers. As we gear up for the big game, these brands remind us that the spirit of the Super Bowl extends beyond the field, creating impactful moments that celebrate culture and foster confidence.
