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Key Takeaways:
- e.l.f. Cosmetics’ latest spot stars Rebecca Black as a self-aware talking pony promoting the multi-use Halo Glow Liquid Filter.
- Agency Mischief brings signature wit and irreverence to help the brand break beauty ad clichés and celebrate versatility.
- The commercial leads a broader campaign across digital, OOH, and social in the U.S., U.K., and Canada.
A talking horse, a viral pop icon, and a glow product that does everything.
It’s the kind of unexpected combo only e.l.f. Cosmetics could pull off.
Made together with creative agency Mischief, the brand's newest campaign sees the singer and internet icon lend her voice to “The Many-Trick Pony” in a bold and bizarre spot.
Here, the brand shines the spotlight on its viral hit product "Halo Glow Liquid Filter," which has garnered fans for its versatility.
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The latest efforts serve as a loud, funny, and unapologetically weird celebration of beauty and life.
“Becoming the multi-talented small-boned horse was nothing short of an honor,” Black shared.
“The Halo Glow Liquid Filter is such an amazing product, and I am so excited to be working with e.l.f. on such a creative campaign.”
Black is best known for her 2011 viral hit “Friday,” which was released when she was only 13.
She has since reemerged as a cult-followed queer artist with a sold-out tour and a new album titled “SALVATION.”
'SALVATION,' my new project + single + music video out everywhere now.
— Rebecca Black (@MsRebeccaBlack) February 27, 2025
stream + watch here: https://t.co/Vm4CYBKVtvpic.twitter.com/1rgDuKEVN8
Her own story of reinvention makes her a natural match for the campaign’s message: don’t let anyone put you in a box.
"In the e.l.f.iverse, we celebrate many superpowers. Self-expression is encouraged in every beautiful form," said Kory Marchisotto, CMO of e.l.f. Beauty.
"'The Many-Trick Pony' is our rally to unapologetically live your bold truths — and an e.l.f.ing hilarious excuse to make a horse talk.
We’re reminding our community that there’s power in e.l.f.ing the status quo, one unexpected move at a time."
With the help of bold creative agencies like Mischief, brands are moving beyond the typical product push.
Instead, they're opting for wild and tuned stories that make even multitasking makeup unforgettable.
Plus, having Black as an endorser reinforces e.l.f.’s brand value of inclusivity by spotlighting voices that champion self-expression across gender, identity, and reinvention.
Not a One-Trick Pony
The campaign film opens like any high-glam beauty commercial: a model walking through a golden field with soft music and flowing fabric.
In between beauty shots, the narrator touts the Halo Glow Liquid Filter as a "one-trick pony."
Suddenly, a talking pony barges in — literally stopping the music — to protest calling the product a one-trick pony as it is "offensive" to ponies like her.
Voiced by Black, the pony then goes on to perform her own tricks like gnawing her teeth, doing impressions, and performing silly card tricks.
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Despite this, the model redirects her attention to the viewers and continues to promote the Liquid Filter as "not just a one-trick pony."
Bothered, the pony butts in to correct her once again.
In the coming takes, the model changes the slogan to "A Many-Trick Pony" and "A Multi-Talented Small-Boned Horse," which the pony finally allows.
The spot ends with Black walking away into the fields, thanking the model for being "pony-tically" correct.
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The spot is just one part of a broader campaign running across digital platforms like Hulu, Amazon, Peacock, and Tubi, alongside social media and out-of-home executions in the U.S., U.K., and Canada.
With Mischief at the helm, e.l.f. continues to build a brand voice that’s fearless, inclusive, and always up for a laugh.
The partnership shows that breaking beauty marketing norms is also about building emotional resonance through humor and storytelling that dares to be different.
Meanwhile, Warburtons recently cast Olivia Colman to star as a comical crumpet-obsessed inspector in its latest campaign.
These creative teams are the force behind bold brand ideas. Check out the best creative agencies:
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