Cetaphil is back with a social and regional Super Bowl campaign that offers a celebrity take on people’s sensitivity to being on the outside looking in.

The Galderma brand has partnered with Lil Wayne for the effort, which revolves around the rapper being sensitive about not being picked to do the Super Bowl halftime show (that would be Kendrick Lamar, backed by SZA), even though he’s from host city New Orleans.

The “We’re All a Lil Sensitive” video behind the campaign, which will run on YouTube among other social platforms, includes numerous Easter eggs that provide clues about when Lil Wayne’s next album will drop.

Lil Wayne has been teasing the album release, including with an Instagram post earlier this week. A 30-second cut of the ad will air during the game in New Orleans only.

The idea for this year’s campaign really stems from Cetaphil’s rebranding late last year based on 70% of people in Galderma studies saying that they have sensitive skin and the other 30% saying they’re at least occasionally sensitive.

“Culturally, we’re all feeling a little sensitive right now,” said Tara Loftis, global president of skincare and Cetaphil at Galderma, in an interview. “We happened to see one of the world’s most iconic and legendary performers, Lil Wayne, who’s from New Orleans, be very vulnerable when he found out that he wasn’t going to be performing at the Super Bowl in his hometown. This struck a real chord with me as a leader and with my team. We had recently done a really successful campaign last year about skincare for men. So I loved that that Lil Wayne was showing vulnerability on social media.”

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Cetaphil also wants its Super Bowl work to be “of the moment,” Loftis said. So that made for a perfect combination of Lil Wayne, the Super Bowl in New Orleans, and a sensitive skincare brand, Loftis said.

The campaign from Lippe Taylor /prompt is produced by M ss ng P eces, with media from Dentsu X and customer relationship management from Merkle. This is Cetaphil’s second consecutive effort around the Super Bowl with the creative team, and the second time its effort has been intertwined with popular music.

Last year’s campaign focused on Taylor Swift’s impact on bringing more female fan interest to the game, with a story of father-daughter bonding over football and facial skincare. That campaign led to some controversy when TikTok creator Sharon Mbabazi, who said the concept appeared largely lifted from videos she had previously posted. She later came to terms with Galderma and participated in social campaigns with Cetaphil.

Controversy or not, last year’s campaign worked.

“Our viral bet that we created last year generated 5.7 billion social media impressions,” Loftis said. “And there was a report published by X showing that we were the most hearted, the most loved, in terms of reactions, asset on the X platform last year. That meant so much to us, more than anything else. We saw a sales uplift at Amazon of plus 25% after the Super Bowl last year, and so our expectations are to exceed all of that this year by at least 25% beyond.”