Joey King's Game Face Never Comes Off, Thanks to e.l.f.

At the intersection of beauty and sports

Diehard sports fans can be superstitious when it comes to their fave teams. Some might wear the same socks or not wash a jersey. In Joey King’s case for e.l.f. Cosmetics, her painted game face stays on. All. The. Time. 

In the spot below, co-starring Lucien Laviscount, Joey’s about to meet her guy’s parents for the first time—and they bleed for team purple. Imagine the conversation when King sits down, with half of her face painted teal. Dinner’s going to be interesting. Her team colors never bleed, even when she sleeps or sweats during a spin class. 

She tells the parents about e.l.f.’s Power Grip Primer, which naturally solidifies their bond, allowing them all to be painted in their team colors for the rival matchup.

72andSunny Amsterdam created the ad, directed by Alex Buono, who also directed the brand’s true crime parody “Cosmetic Criminals.” The campaign launches during the Macy’s Thanksgiving Day Parade.

The push marks a continuation of a strategy e.l.f. launched two years ago when it appeared during the Super Bowl in an effort to engage with the female sports fans.

“Our community is comprised of a beautiful tapestry of kindred spirits rallying around a shared passion, not because they fit into a box defined by someone else. We don’t allow stereotypes to limit the audience of our products,” says Kory Marchisotto, CMO of e.l.f. “Our house is open for every eye, lip and face—including sports lovers of all stripes.”