The Problem
CeraVe faced a classic marketing problem. How do you stand out in a crowded category and leverage a Super Bowl ad buy to generate as much buzz as possible?
More importantly, how do you make people care about dermatologist-developed skincare when it’s become category table stakes?
A traditional Super Bowl approach wouldn’t cut it. They needed something radical.
The Landscape
The Super Bowl landscape in 2024 was more competitive than ever, with countless brands vying for attention. To succeed, CeraVe had to navigate a rapidly evolving media landscape characterized by a few key trends:
- Social media dominates shrinking attention spans
- Consumers crave authenticity in claims
- Influencer fatigue is real
- Trust in skincare brands at an all-time low, dermatologist-developed claims at an all-time high
In this environment, grabbing and holding attention is harder than ever.
The Insight
What if, instead of fighting misinformation, you created it?
The strategy was simple: the best way to get people to believe the truth? Tell them a lie first.
The lightbulb moment: Michael Cera. CeraVe.
The key message? CeraVe wasn’t actually developed by dermatologists but was secretly created by actor Michael Cera.
No connection? Exactly.
CeraVe had a deceivingly simple strategic plan:
1. Plant a conspiracy seed
2. Let the internet run wild
3. Reveal the truth during the Super Bowl
Bold? Yes.
Risky? Absolutely.
Brilliant? Let’s see.
The Execution
The campaign unfolded in four weeks of controlled chaos:
Week 1: Subtle hints drop
Week 2: “Leaked” documents emerge
Week 3: Mainstream media bites
Week 4: Michael Cera gets involved
CeraVe carefully orchestrated their involvement, using their channels to deny the conspiracy, which only fueled more speculation.
Until Super Bowl Sunday: CeraVe revealed the truth in a high-profile commercial.
The Super Bowl spot featured a surreal “fever dream” sequence. It showed dermatologists emphatically rejecting Michael Cera’s involvement, stating: “CeraVe is developed with dermatologists. Not Michael Cera.”
This dramatic reveal served as the perfect punchline to their month-long setup, driving home their core message about dermatologist involvement in a memorable way.
The Outcome
In a world of ad blindness, CeraVe made people see by making them look the other way.
– 30 billion earned impressions
– 25% sales increase
– 2200% spike in search volume
– Coverage in 2000 publications
– #1 Most Effective Super Bowl Brand on TikTok
Why it Worked & Lessons Learned
The campaign can teach advertisers a few key lessons:
- Embrace the Absurd: In a sea of sameness, the ridiculous becomes remarkable. Dare to be different, even if it feels silly at first.
- Craft a Story, Not Just an Ad: People remember stories long after they’ve forgotten facts. Your brand should be the hero of an unforgettable tale.
- Let the Audience Play: Participation isn’t just engagement; it’s ownership. When consumers feel part of the story, they become its biggest promoters.
- Time Your Reveal: Mystery is marketing magic. The art lies not just in what you show, but in when you show it. Comms planning is important, yall.
- Authenticity in Artifice: Truth resonates even in fabricated narratives. Your core message should shine through the spectacle.
- Platform Synergy is Power: A multi-channel approach isn’t additive; it’s exponential. Make each platform play its unique part in the grand orchestra.
- Know Your Playground: Different channels have different rules. Master the game on each field you play.
- Message is King: Amidst the chaos of creativity, never lose sight of what you’re really saying. Your core message should be the North Star guiding every decision.
CeraVe didn’t just win the Super Bowl. They rewrote a playbook.
They proved that in an ad-blind world, participation trumps passive viewing and that a well-crafted story beats a hard sell.
The future of marketing isn’t louder. It’s more engaging.
Making The Case is a weekly newsletter written by Zachary Carpenter that dissects advertising’s greatest hits. Each issue peels back the layers of a legendary campaign, revealing the strategy, creativity, and sheer grit behind its success. From boardroom battles to breakthrough moments, these are the stories of how great ideas became unforgettable campaigns. For marketers, creatives, and anyone fascinated by persuasion, it’s your backstage pass to advertising brilliance.
