Let’s talk Judge Beauty.
As Canadians, (sadly) we are unable to see all of the fun and creative commercials during the Super Bowl. While scrolling on Instagram, I came across this fun ad by E.L.F. Cosmetics, which pays homage to one of my favourite shows, Suits! The campaign, Judge Beauty, was created for promotion during the big game. In addition to Suits, the campaign features a star-studded cast including Judge Judy Sheindlin and Meghan Trainer.
“Here are the eyes.lips.facts: Culture and community are what drive us down the field every time. What e.l.f. illuminates at the Big Game is what our community cares most about, serving value with values,” – Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty.
“We’re leaning into the true diversity of the Big Game and carving a path that proves beauty not only belongs there, but everywhere. Our community trusts us to put them at the center of the conversation, and this campaign is going to do just that.” – Kory Marchisotto
Beside the cast, this campaign stood out to me because of the creativity (and legal references).
The commercial is set in e.l.f. Court, the highest court in the land for crimes committed against the eyes, lips and face. Judge Judy Sheindlin plays Judge Beauty, ruling in favor of affordable and cruelty-free cosmetics, setting a precedent for the world to use Halo Glow Liquid Filter in the name of value and good judgment.
The ‘case’ also features Suits stars Gina Torres and Rick Hoffman as litigators, while Sarah Rafferty plays the court stenogrpaher.
“The creative premise behind ‘Judge Beauty’ was inspired by a basic brand truth: e.l.f. would never judge a person’s beauty, but it does object—and loudly—to obsolete industry norms, like the idea you have to spend a fortune for great quality,” – Brian Vaughan, Executive Creative Director and Partner, SHADOW.
“We brought that simple but sincere kernel to life through an unconventional casting approach, a script dripping in satire, and, as always, the community-driven product insights that consistently anchor our work with e.l.f.” – Brian Vaughan
Watch the Commercial Here:
