Judge Judy Serves Justice to ‘Suits’ Stars in e.l.f.’s Super Bowl Ad

Judicial icon and Amazon Freevee’s ‘Judy Justice’ star, Judge Judy Sheindlin, presides over a star-studded courtroom in e.l.f. Cosmetics’ Super Bowl ad, ruling in favour of affordable and cruelty-free cosmetics.

“Doing a big game commercial has been on my bucket list for ages,” said Judy. “The trick was finding the right brand partner. So when I tried the products and liked them, it was the perfect fit! It’s just foolishness to spend a fortune on makeup when e.l.f. does the job so exquisitely."

The ad was conceptualised, cast and scripted by SHADOW, e.l.f. Beauty's long-term creative marketing and communications agency, and was produced by New York-based production company Imposter. Zach Woods, a director, actor and writer known best for his roles on HBO's ‘Silicon Valley’ and NBC’s ‘The Office', directs.

In the dock and on the jury benches is an eclectic ensemble of celebrities, from musician Meghan Trainor and America’s favourite ‘RuPauls Drag Race’ drag queen, Heidi N Closet, to comedian Benito Skinner and the cast of USA Network’s hit show ‘Suits’.

Using the tagline ‘In e.l.f. we trust.’, the beauty brand is leaning into its inclusive spirit with a courtroom drama that objects to overpriced makeup and shows its line of affordable and cruelty free products, like its Halo Glow Liquid Filter.

“Here are the eyes.lips.facts: Culture and community are what drive us down the field every time,” said Kory Marchisotto, chief marketing officer, e.l.f. Beauty. “What e.l.f. illuminates at the big game is what our community cares most about, serving value with values. We’re leaning into the true diversity of the big game and carving a path that proves beauty not only belongs there, but everywhere.”

e.l.f. will continue to serve eyes, lips and facts following the Super Bowl, rolling out an extended version of the film across streaming and digital channels, as well as a steady stream of social content and a limited-edition line of merchandise available at elfcosmetics.com.

This is e.l.f.’s second commercial at the big game, following the brand’s ‘eyes.lips.face.sticky.’ spot starring Jennifer Coolidge in 2023.

“The creative premise this year 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,” said Brian Vaughan, ECD and partner at 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.”