e.l.f. Cosmetics takes a bold, comedic approach in its Super Bowl LX ad “Melisa,” starring Melissa McCarthy alongside Nicholas Gonzalez and telenovela icon Itatí Cantoral. Shot in classic Latin soap-opera style with saturated colors and over-the-top performances, the spot follows McCarthy’s character — “Melisa” — who wakes up after a car accident with only one day to learn Spanish ahead of the world’s biggest reggaeton show (the Super Bowl LX Halftime performance). With help from a dramatic doctor and a glossy lip product, she dives headfirst into telenovela melodrama, celebrating culture and comedy in a way that’s meant to be joyful and inclusive.

Does e.l.f. “Melisa” make the beauty brand’s Super Bowl LX moment unforgettable — or will the telenovela flair steal the show?
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