"Leave No Jumbo Behind"

10 March 2026

1 min 33s

Apocalypse Tao?

e.l.f. have been really successful at positioning themselves as a rebel brand within the world of cosmetics and this ad, directed by Adam & Dave of Arts & Sciences - perfectly captures their subversive approach to marketing. It feeds on disaster movie tropes and repurposes them into a comedy sketch that is both funny and wonderfully heartless.

It takes a brand with full confidence that the target market understands their vibe to make an ad like this, and that's desperately unusual in this sector. It is so refreshing to see it, and e.l.f.'s approach might even breathe life into the marketing of its competitors... if they decide it's worth it™.

Adam & Dave have put the film together beautifully, drawing a fantastic performance from their lead, and leaning fully into a fabulous satire of a genre ripe for mockery. Seeing this while knowing that it's an ad for e.l.f. enables us to anticipate what's coming but imagine seeing it in the wild, as DAVID did when it popped up on Prime video... that's when it really sings because the brand becomes the punchline. Excellent stuff.

Global

Cosmetics