E.l.f. Cosmetics Recruits Alan Cumming to Narrate Its Nostalgic Holiday Ad Debut

Emmy and Tony Award winner Alan Cumming narrates a nostalgic, Gen Z-leaning story for e.l.f.’s first holiday campaign, built around the message that “sometimes your difference is lowkey your gift.”

Made with stop-motion animation and claymation, e.l.f.’s “Made to Stand Out” aims to tap into shoppers’ emotions during the cozy season.

The story follows three college-aged best friends, Echo, Cleo and Kit, who reunite for the holidays and go to a party. Cumming reveals that they never quite fit in during high school, but with the help of e.l.f.’s products, they embrace their individuality and activate their superpowers.