The Good Place star takes on the role of anthropologist in the Madwell-produced campaign to uncover the human fascination with that perfect sun-kissed glow. Call it an ethnography of cosmetic proportions. Elf Beauty has enlisted the charismatic British actress Jameela Jamil for its latest creative venture, ‘Peculiar Behavior.
’ This campaign, which plays out like a hilarious mock documentary, explores the cultural impact of the highly coveted Elf Bronzing Drops. Directed by Madwell’s founder and chief creative officer Chris Sojka, the commercial portrays Jamil as an intrepid anthropologist on an action-packed expedition. Decked out in a tweed jacket and armed with binoculars, her character channels the spirit of a classic British explorer.
Her mission? To study and document the desperate measures modern-day “homo sapiens” will take for a glorious summer glow. In her first observation, Jamil spots a young girl in her “natural habitat” — a pallatial suburban home, who is on a stealthy mission to swipe her sister’s treasured Bronzing Drops. The adventure continues at an airport, where Jamil notes a strikingly radiant young person standing out among other jet-lagged travelers.
Their secret weapon? Elf Bronzing Drops, which seems to make even the most weary traveler look like they’ve just returned from a tropical getaway. Next, the anthropologist zeroes in on a remote worker who hasn’t seen the light of day for days. With a few drops of Elf’s magic serum, sh.