How CeraVe is Leveraging Its Creative Strategy for a Hilarious Romance Spoof

CeraVe's Super Bowl campaign featuring Michael Cera was a hit this year, standing out for its quirky charm. The brand's first big game ad generated excitement by focusing on social and earned media leading up to the event.

Now, L'Oréal's skincare brand is launching a new campaign with a similar strategy, aiming to reach consumers at the start of blockbuster season. This time, CeraVe is taking on a romantic comedy theme, presenting itself as one half of a couple in a movie teaser-style ad.

The trailer for “The One Under the Sun” features familiar tropes that will resonate with many viewers, whether they are new to romantic comedies or helped turn “Anyone But You” into a surprise hit at the theater. The video follows a charming young woman, supported by her two lively friends, as she searches for a partner who is "wealthy but not oily," not just a "summer fling," and always has her back.

In a classic meet-cute moment, the protagonist stumbles in front of the matchmaker, who also happens to be a real-life dermatologist, Dr. Wallace Nozile. However, in this unique "love story," the perfect match is not a romantic interest but a bottle of CeraVe Facial Moisturizing Lotion. As she applies the lotion during a dinner scene, a friend jokingly remarks, "At least she's taking care of her skin."

Creating a trailer for a fake romantic comedy was a logical choice for CeraVe and agency 72andSunny. The goal was to appeal to younger consumers who often skip ads. Adam Kornblum, senior vice president and global head of digital marketing at CeraVe, highlighted the importance of engaging this demographic.

"Consumers are fed up with traditional advertising," the executive noted. They pondered on how to break through this traditional advertising barrier. How could they make their message more engaging and less intrusive?

Taking a cue from Hollywood, CeraVe decided to follow the strategy used in movie trailers. They discovered that movie trailers tend to be watched more than traditional ads on YouTube. By adopting a rom-com format, the brand was able to blend advertising, entertainment, and education seamlessly. This approach also tapped into the current trend of reality dating shows, further increasing its appeal.

Amplifying media

Romantic comedies are usually easy to connect with, they have a fun vibe while also addressing important issues. Kornblum mentioned that the CeraVe brand shares this same balance of being light-hearted yet touching on significant topics. This makes the brand's personality fit perfectly with the theme.

CeraVe's Super Bowl campaign stood out among the pre-game teasers and trailers by combining paid media with earned media. Their campaign included attention-grabbing Instagram videos, paparazzi photos, influencer unboxings, and podcast features.

For "The One Under the Sun," CeraVe is collaborating with influencers, reality show personalities, and "dermfluencers" on various social platforms. The campaign involves a launch on Nozile's TikTok, collaboration with movie poster designers for out-of-home activations, and movie reviewers sharing their thoughts on the trailer. This campaign will be showcased in select movie theaters nationwide until June, with additional promotion on social media, digital platforms, and streaming services.

The brand's previous campaign used meme accounts and conspiracy theorists to generate buzz about the connection between Michael Cera and CeraVe. Now, the new romantic comedy-themed campaign will focus on clever double entendres that combine product benefits with romantic sentiments. For example, phrases like "a partner that doesn't smell bad" will highlight the fragrance-free formula, while "not just a summer fling" will emphasize the year-round product with SPF 30.

Kornblum mentioned that there are creative ways to tell the story and showcase the product. The campaign will continue to leverage influencers to reach a wider audience and maintain the brand's unique approach.

Editor's P/S:

CeraVe's innovative marketing strategies have proven successful in capturing the attention of younger consumers who are often dismissive of traditional advertising. By embracing a movie trailer format and infusing it with relatable romantic comedy tropes, the brand has found a unique way to engage with its target audience. This approach allows CeraVe to blend advertising, entertainment, and education seamlessly, making their message more appealing and less intrusive.

The campaign's focus on earned media through collaborations with influencers, reality show personalities, and "dermfluencers" is a clever way to amplify