CeraVe / United States / 2024Social · PR Stunts · Film
Michael CeraVe.
CeraVe spent three weeks letting the internet believe actor Michael Cera was behind the skincare brand, then used its Super Bowl ad to set the record straight: dermatologists developed it.
- Brand
- CeraVe
- Agency
- Ogilvy PR New York
- Market
- United States
- Region
- Global
- Year
- 2024
The challenge
CeraVe's key message is that it is developed with dermatologists. The brand wanted to make that point famous on the Super Bowl stage.
The idea
The campaign seeded a conspiracy theory that Michael Cera created "Michael CeraVe", helped by about 450 influencers and appearances by Cera alongside dermatologists. Before the game he presented his own CeraVe commercial as proof. The Super Bowl spot, directed by Tim Heidecker and Eric Wareheim, then showed a boardroom of CeraVe dermatologists debunking his claim.
Results
- The case study reports 15.4 billion earned impressions before the TV spot aired.
- According to the case study, sales rose 25%.
Case study source: Ads of the World Source ↗
Awards
- Cannes Lions 2025Creative Effectiveness – A02 HEALTHCAREBronze
- Cannes Lions 2025Creative Strategy – C06 MARKET DISRUPTIONBronze
- Cannes Lions 2024Film – B02 HEALTHCAREBronze
- Cannes Lions 2024Social & Influencer – A01 CONSUMER GOODSSilver
- Cannes Lions 2024Social & Influencer – C03 INNOVATIVE USE OF CREATORS, INFLUENCERS OR CELEBRITIESGold
- Cannes Lions 2024Social & Influencer – E01 MULTI-PLATFORM SOCIAL CAMPAIGNGrand Prix
- Cannes Lions 2024Media – B11 INNOVATIVE USE OF INFLUENCERS/CREATORSGold
- Cannes Lions 2024PR – B01 SOCIAL ENGAGEMENTBronze
- Cannes Lions 2024Entertainment – B03 360 INTEGRATED BRAND EXPERIENCEBronze
- Cannes Lions 2024Health & Wellness – A02 OTC APPLICATIONSGold
- Cannes Lions 2024Health & Wellness – A02 OTC APPLICATIONSSilver
Credits
- Creative agency and PR
- Ogilvy PR New York
- Production
- PRETTYBIRD
- Media agency
- BCL
- Additional company
- BPCM
- Additional company
- Obviously
- Post-production
- Blacksmith
- Additional company
- Leland Music
- Global Chief Creative Officer, Ogilvy
- Liz Taylor
- Global Chief Creative Officer
- Juliana Richter
- Chief Creative Officer North America, Ogilvy
- Chris Beresford-Hill
- Chief Creative Officer
- Samira Ansari
- Creative Director
- Alex Holm
- Creative Director
- Avi Steinbach
- Senior Art Director
- Frans Ahlberg
- Senior Copywriter
- Aron Ramstedt
- Associate Design Director
- Christina Hillman
- Creative
- Rachel Frederick
- Social Creative
- Victoria Treble
- Experience Designer
- Catalina Vela
- Content Creator
- Allison MacIntosh
- Director, PRETTYBIRD
- Eric Wareheim
- Director, PRETTYBIRD
- Tim Heidecker
- Editor
- Ian Mackenzie
- Group Executive Producer
- Marisa Bursteen
- Head of Production
- George Sholley
- Head of Production
- Jessica Nugent
- Senior Producer
- Regan Wallace
- Head of Social
- Christine Cotter
- Lead Influencer Manager
- Ansley Williams
- Influencer Manager
- Sherri Schubert
- Influencer Manager
- Olivia Prendergast
- Influencer Manager
- Yasmin Koo
- Planner
- Carlos Dorenbaum
- Senior Social Strategist
- Ben Greengrass
- Senior Data Strategist
- Diana Budman
- Senior Analyst
- Sakshi Kabra
- President
- Charlotte Tansill
- President
- Darla Price
- Senior Vice President
- Stefanie Schmit
- Vice President
- Vanessa Legutko
- Client Managing Director
- Tina Galley
- Executive Group Account Director
- Liesl Lipford
- Executive Engagement Director
- Kristina Prickett
- Account Supervisor
- Sally Gibb
- PR Account Supervisor
- Mia Kain
- Agency Project Manager
- Alan Gutman
- Operations Director
- Lisa Boyd
- Community Manager
- Victoria Masterson
- Social Media Specialist
- Grace Fertenbaugh
