Jennifer Coolidge and e.l.f.’s Viral Super Bowl Power Grip Primer Ad

Jennifer Coolidge, renowned for her comedic prowess and beloved roles in pop culture, continued her streak of cultural dominance by starring in e.l.f. Cosmetics’ first-ever Super Bowl commercial. The ad, which spotlights the now-iconic Power Grip Primer, cleverly blended humor, improvisation, and TikTok virality to become not just a marketing sensation but a defining beauty moment of 2023.

The Super Bowl and a Beauty Breakthrough

When the 2023 Super Bowl aired, audiences expected show-stopping halftime performances and head-turning commercials. It was here that Jennifer Coolidge, fresh off critical acclaim for “The White Lotus,” stole a different type of spotlight. Her appearance in a 30-second spot marked a milestone: the first time e.l.f. Cosmetics, traditionally a Gen-Z favorite and a viral beauty brand, ever appeared during America’s most-watched broadcast event.

• Significance: The campaign showcased how accessible beauty brands can command mainstream attention typically reserved for legacy advertisers.
• Visibility: Aired during Super Bowl LVII, between the Philadelphia Eagles and the Kansas City Chiefs.
• Talent: Written in collaboration with Mike White (creator of “The White Lotus”) and Jennifer Coolidge, and supported by creative agency Shadow.
• Message: Centered around authenticity, fun, and the viral power of modern cosmetics campaigns.

The Making of a Sticky, Dewy Joke: Campaign Origins

The Super Bowl campaign titled “eyes.lips.face.sticky” was the result of spontaneous creative energy. The advert drew inspiration from an Access Hollywood interview where Coolidge confided that her dream role would be playing a dolphin. The ad leaned into this whimsy: the Power Grip Primer’s sticky texture triggered Coolidge’s playful exclamation, “I look like a dolphin!” before she gave a spirited dolphin impression.

• Improvisation: Coolidge was encouraged to riff and improvise, echoing the popular “get ready with me” trend on TikTok. Her jokes were only loosely guided, creating genuine comedic gold.
• Dewy Results: The ad showcases makeup application that leaves skin “so dewy,” prompting Coolidge to wonder if she’ll be teased for her shiny look.
• Unexpected: Much of the campaign’s creative spark came from unplanned moments and Coolidge’s vibrant energy on set.

e.l.f.’s Power Grip Primer: Why the Product Went Viral

Central to the campaign’s success was the Power Grip Primer itself—a pre-makeup gel that ‘grips’ beauty products for lasting wear. Its sticky, tacky texture became both a punchline and a point of intrigue, sparking countless social media challenges and reviews.

• Texture: The primer’s stickiness became its calling card, featured humorously as Coolidge’s face gets ‘stuck’ to her phone and even a shower door during outtakes.
• TikTok Fame: Already a hot topic on beauty TikTok and among Gen Z, the product’s moment in the Super Bowl further amplified its popularity.
• Vegan and Cruelty-Free: e.l.f. has a long-standing commitment to ethical beauty, a detail spotlighted by Coolidge’s personal passion for these values.
• Range of Products: The Power Grip Primer joins a lineup that includes Liquid Glitter Eyeshadow, O Face Satin Lipstick, Halo Glow Liquid Filter, and more.

Jennifer Coolidge: Comedy Queen and Beauty Icon

For e.l.f., the choice of Jennifer Coolidge was both strategic and serendipitous. Her outsized personality and status as a comedy icon made her a “gift that keeps on giving” for the brand. Her improvisational style resonated across demographics, but especially among younger consumers who cherish authenticity and humor in advertising.

• Comedic Flair: Coolidge’s natural improvisation led to the most memorable lines in the ad, including her comparison to a “baby dolphin.”
• Audience Engagement: The blend of relatable humor and beauty tips made viewers connect with both Coolidge and e.l.f. Cosmetics.
• Social Virality: Coolidge’s outtakes quickly became social media fodder, spurring memes, comments, and even product requests.

How the Dolphin Joke Became a Lipstick Sensation

One of the most unexpected viral offshoots was the creation of the “Dirty Pillows” lip kit. During ad filming, Coolidge joked about making lipsticks with wild names such as “dirty pillows” and “swollen.” When e.l.f. posted these outtakes to TikTok, the response was immediate—viewers clamored for the fictional product, prompting the brand to make it a reality months later.

• Product Launch: The “Dirty Pillows” lip kit debuted on September 27, selling out within a single day.
• Community-Driven: e.l.f. recognized the power of their audience, letting online comments and demand drive the launch.
• Continued Collaboration: The Coolidge-e.l.f. partnership has since become a template for community-involved beauty product launches.

Improvisation Over Perfection: Behind the Ad’s Creative Process

Much of the campaign’s charm came from behind-the-scenes spontaneity. Rather than tightly scripting Coolidge’s lines, the agency allowed her to react naturally to the product—and the result was comedic magic. The team behind the scenes observed that the most viral or effective moments were entirely unplanned.

• Minimal Direction: Coolidge was given broad instructions but allowed to make the ad her own.
• Pop Culture References: Improvised nods to trends, such as TikTok’s “Get Ready With Me” format, connected the spot to wider Internet culture.
• Community First: Audience feedback—especially on TikTok and Instagram—played a huge role in subsequent marketing and product rollouts.

Impact: A New Era for Beauty Marketing

e.l.f.’s bold Super Bowl debut marked a shift in how beauty brands approach large-scale campaigns. Rather than rely solely on traditional beauty standards or celebrity endorsements, the e.l.f. ad celebrated authentic humor, spontaneity, and a genuine connection with online communities.

Vegan and Cruelty-Free: More Than a Marketing Slogan

The campaign also emphasized the ethical values of e.l.f. Cosmetics. As Coolidge noted, vegan and cruelty-free practices were not just trendy marketing points but key decisions that resonate with an audience increasingly concerned with the ethical footprint of their purchases.

• Sustainability: e.l.f. publicly commits to vegan ingredients and never tests on animals.
• Inclusivity: Affordable pricing and wide product range cater to diverse skin types and makeup needs.
• Modern Values: These commitments are central to the brand’s success among younger and eco-aware beauty fans.

Social Media Mania: When Comedy Goes Viral

From the initial broadcast to countless reposts and memes, the Coolidge-e.l.f. Super Bowl ad quickly swept across TikTok, Instagram, and YouTube. The most-shared clips featured:

• Coolidge’s “baby dolphin” impression
• Outtakes of her face sticking to her phone
• Behind-the-scenes improvisation
• User reactions and ‘duets’ mimicking the commercial

Feedback was overwhelmingly enthusiastic, with beauty creators praising the brand for not taking itself too seriously and for allowing an honest, unscripted moment to take center stage.

Frequently Asked Questions (FAQs)

Who is Jennifer Coolidge and why was she chosen for the e.l.f. Power Grip Primer ad?

Jennifer Coolidge is an Emmy-winning actress best known for her roles in “The White Lotus” and numerous comedic films. She was chosen for her unique comedic style, improvisational energy, and genuine enthusiasm for cruelty-free beauty. Her viral appeal made her an ideal face for a brand like e.l.f. targeting Gen Z and millennial customers.

What makes e.l.f.’s Power Grip Primer so popular?

The Power Grip Primer is known for its sticky, gripping gel texture that holds makeup in place, providing longevity and a dewy finish. Its affordability, vegan ingredients, and strong social media presence all contributed to its widespread popularity.

Did the Super Bowl commercial impact sales?

Yes. After the commercial aired and especially following Coolidge’s viral outtakes, e.l.f. saw explosive demand for the Power Grip Primer and associated products. The spontaneous “Dirty Pillows” lip kit, inspired by a Coolidge joke, sold out in just one day.

What are e.l.f.’s commitments to vegan and cruelty-free beauty?

e.l.f. Cosmetics has a strict policy of using vegan ingredients and never conducting animal testing. This ethical stance is central to its brand ethos, earning trust from a generation that values sustainable and responsible beauty.

How did social media contribute to the ad’s success?

Social media not only amplified the campaign but also shaped product development. Viewer comments, memes, and duets inspired follow-up products and validated the improvisational marketing strategy.

Takeaways: A Playbook for Future Beauty Marketing

e.l.f. and Jennifer Coolidge’s Super Bowl moment set a new standard for beauty marketing:

• Let authenticity and humor drive campaigns.
• Listen and respond to the community—it will reveal the next big product idea.
• Diversify advertising channels, blending broadcast with digital virality.
• Align products with ethical values to attract modern consumers.

The campaign achieved something rare: a real sense of fun and spontaneity that resonated with viewers of all ages and backgrounds, ensuring it would remain a highlight not only of Super Bowl advertising history but of modern beauty culture.