CeraVe / الولايات المتحدة / 2024التواصل الاجتماعي · حملات العلاقات العامة · الأفلام
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.
- العلامة التجارية
- CeraVe
- الوكالة
- Ogilvy PR New York
- السوق
- الولايات المتحدة
- المنطقة
- عالمي
- السنة
- 2024
التحدي
CeraVe's key message is that it is developed with dermatologists. The brand wanted to make that point famous on the Super Bowl stage.
الفكرة
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.
النتائج
- The case study reports 15.4 billion earned impressions before the TV spot aired.
- According to the case study, sales rose 25%.
مصدر دراسة الحالة: Ads of the World المصدر ↖
الجوائز
- Cannes Lions 2025Creative Effectiveness – A02 HEALTHCAREبرونزية
- Cannes Lions 2025Creative Strategy – C06 MARKET DISRUPTIONبرونزية
- Cannes Lions 2024Film – B02 HEALTHCAREبرونزية
- Cannes Lions 2024Social & Influencer – A01 CONSUMER GOODSفضية
- Cannes Lions 2024Social & Influencer – C03 INNOVATIVE USE OF CREATORS, INFLUENCERS OR CELEBRITIESذهبية
- Cannes Lions 2024Social & Influencer – E01 MULTI-PLATFORM SOCIAL CAMPAIGNالجائزة الكبرى
- Cannes Lions 2024Media – B11 INNOVATIVE USE OF INFLUENCERS/CREATORSذهبية
- Cannes Lions 2024PR – B01 SOCIAL ENGAGEMENTبرونزية
- Cannes Lions 2024Entertainment – B03 360 INTEGRATED BRAND EXPERIENCEبرونزية
- Cannes Lions 2024Health & Wellness – A02 OTC APPLICATIONSذهبية
- Cannes Lions 2024Health & Wellness – A02 OTC APPLICATIONSفضية
فريق العمل
- Creative agency and PR
- Ogilvy PR New York
- الإنتاج
- PRETTYBIRD
- الوكالة الإعلامية
- BCL
- Additional company
- BPCM
- Additional company
- Obviously
- ما بعد الإنتاج
- 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
- الرئيس التنفيذي للإبداع
- Samira Ansari
- المدير الإبداعي
- Alex Holm
- المدير الإبداعي
- Avi Steinbach
- المدير الفني الأول
- Frans Ahlberg
- كاتب الإعلانات الأول
- Aron Ramstedt
- Associate Design Director
- Christina Hillman
- مبدع
- Rachel Frederick
- Social Creative
- Victoria Treble
- Experience Designer
- Catalina Vela
- Content Creator
- Allison MacIntosh
- المخرج، PRETTYBIRD
- Eric Wareheim
- المخرج، PRETTYBIRD
- Tim Heidecker
- المونتاج
- Ian Mackenzie
- Group Executive Producer
- Marisa Bursteen
- رئيس الإنتاج
- George Sholley
- رئيس الإنتاج
- 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
