CeraVe’s 30-second Super Bowl commercial was the culmination of a weeks-long campaign centered initially on social media, which seeded the idea that the actor Michael Cera had a hand in developing the brand’s skin care products. Cera was surreptitiously photographed in a pharmacy writing his name on CeraVe bottles. The Super Bowl spot plays like a parody of fragrance advertising, with Cera breathlessly pitching the product. In the end, it is revealed that he is pitching the “Michael CeraVe” idea to CeraVe execs, who are distinctly unimpressed. Ad Age declared the ad to be the best of the game, and the campaign went on to win many prizes during advertising awards season, including a Grand Prix at Cannes Lions in the Social & Influencer category.
Brand: CeraVe
Agency: Ogilvy
Quarter: 1
Super Bowl: LVIII
Year: 2024
