Taylor Swift’s relationship with Travis Kelce is doing more than adding millions of female viewers and even more millions of dollars to the NFL’s coffers. It’s also created a new bonding opportunity for fathers and daughters in a new ad from Galderma’s Cetaphil skin care brand, which will run regionally in Texas during the Super Bowl.
Cetaphil’s Taylor Swift-inspired Super Bowl ad to run regionally in Texas
The #GameTimeGlow spot, from Lippe Taylor and directed by /prompt., features a real dad and daughter from New York. It was filmed Tuesday and launched on Friday, where it quickly went viral on social media, the brand said. The ad airing in Texas will be a condensed 30-second version of the nearly two-minute-long spot that broke Friday. All national ads were sold out by the time Cetaphil broke the campaign, it said.
The spot shows the father-daughter duo donning red and white Kansas City Chiefs-style jerseys, with other Swift-Kelce Easter eggs including friendship bracelets, which were popularized by the singer’s Era’s Tour, as well as notebooks with 13 written on them (Swift’s favorite number). Swift and Kelce do not make appearances in the spot.
“Dads and daughters everywhere have gotten closer because of a certain globe-trotting eras singer screaming from the football sidelines, and we’re here for it,” says a message from the brand on YouTube, lest anyone miss the point. “So this season, we’re inviting dads and daughters to get closer to each other’s worlds—daughters sharing their love for skincare and dads sharing their love for the game.”
“This year represents a cultural moment like no other,” said Tara Loftis, global president of skin care for Galderma. “So we designed ‘Game Time Glow’ to do the same—inspire a new pre-game ritual that blends their respective passions of skincare and football into one.”