The below snippets are from Mumbrella's article: 'Campaign Review: The Super Bowl special.'
Campaign Review is back for 2024! Starting off with a bang, we take a look at four of the most talked about spots from this week's Super Bowl LVIII.
In Campaign Review, Mumbrella invites industry creatives and strategists to offer their views on recent ad campaigns.
Our Art Director, Kenneth Parris III was invited to share his thoughts on the below campaign from e.l.f. Cosmetics.
Brand: e.l.f. Cosmetics
Campaign: ‘In e.l.f. We Trust’
Agency: Agency Shadow
The verdict: Clever, but overbearing.
Kenneth Parris III, Art Director at Icon Agency, gave it a 7/10, and said:
Using Judge Judy’s reality daytime TV schtick along with excellent casting seems like they really know their target audience. The art direction was a spot-on parody: Snap zooms, exaggerated and well-timed reactions, e.l.f.’s brand colours with logo in the corner, the glint and ‘ding’. Such a great way to own affordability for everyone.
