<\/p>\n
Nine months after Super Bowl 57, there aren\u2019t many people who are still talking about it\u2014with the exception of the e.l.f. Cosmetics marketing team (and the Kelce family, probably).<\/p>\n
The beauty brand first partnered with The White Lotus<\/em> actor Jennifer Coolidge for its Super Bowl ad earlier this year, a 30-second spot highlighting its Power Grip ultra-sticky makeup primer\u2014during which Coolidge\u2019s face gets stuck to her phone and a shower door.<\/p>\n A couple months later, Coolidge posted an outtake from filming the ad on social media in which she joked about creating her own lipstick with names like \u201cdirty pillows\u201d or \u201cswollen.\u201d On Sept. 27, Dirty Pillows became a reality in the form of a lip kit\u2014and within a day the kit had sold out, according to Patrick O\u2019Keefe, VP of integrated marketing communications at e.l.f.<\/p>\n There are a few reasons why e.l.f. executives suspect the Cooldige ad and product collaboration have grown so popular. One theory is that Coolidge and consumers\u2014not the brand or its marketing execs\u2014are calling the shots, O\u2019Keefe and Brian Vaughan, partner and executive creative director at e.l.f.\u2019s longtime agency Shadow, said.<\/p>\n You know what they say about the best laid plans. Thankfully for e.l.f., its work with Coolidge after the Super Bowl could be \u201csummed up in one word: unplanned,\u201d Vaughan told us. From the start, the Super Bowl campaign, which was co-written by The White Lotus<\/em> creator Mike White, was partially inspired by an Access Hollywood interview during which Coolidge said her dream role was to play a dolphin. (In the ad, Coolidge remarks that the primer makes her look like one, and then does an impression.)<\/p>\nQue sera<\/h2>\n