American actress Melissa McCarthy stars in e.

l.f. Cosmetics' new telenovela inspired Super Bowl campaign, promoting the brand's Glow Reviver Lip Oil. McCarthy commented 'I've always believed that laughter is universal – it's one of the most genuine ways we connect. So teaming up with my new friends at e.l.f. and stepping into the dramatic world of telenovelas - a genre full of passion and heart - felt really special. Adding glossy, juicy lips to all that melodrama was unexpected, joyful and just plain fun'.