How CeraVe’s Super Bowl Campaign is the best Ads of 2024
The Super Bowl has long been the holy grail of advertising, with brands pulling out all the stops to grab attention on one of the world's biggest stages. This year, CeraVe stunned the industry with a groundbreaking campaign that blurred the lines between fiction and reality, ultimately winning the Social & Influencer Grand Prix at Cannes Lions. Boston Waves find CeraVe’s approach inspiring for its innovative use of storytelling and audience engagement. Here’s why Adweek called it the No. 1 ad of the year—and why we agree.
A Three-Phase Masterpiece of Storytelling
CeraVe’s campaign was built on a unique three-phase structure that captured the public’s imagination:
The Fake-News Phase: The campaign kicked off with actor Michael Cera being spotted carrying bags of CeraVe products and signing moisturizer bottles in a pharmacy. Social media buzzed with speculation, creating an organic groundswell of curiosity and engagement.
The Debunking Phase: When influencers and creators began questioning whether Cera was truly behind the brand, CeraVe leaned into the humor. Paid apology videos, influencer “confrontations,” and a carefully timed Instagram post denying Cera’s involvement stoked the intrigue further.
The Revelation Phase: All was revealed in CeraVe’s first-ever Super Bowl ad, which showcased Cera’s antics as a tongue-in-cheek prank, redirecting focus to the brand’s dermatologist-developed credibility.
This layered storytelling approach not only entertained but also kept audiences guessing, transforming a traditional ad campaign into a cultural moment.
Why It Worked:
Authenticity Meets Disruption: CeraVe’s campaign was rooted in authenticity. Social listening revealed the long-standing internet joke about Michael Cera and CeraVe, and the brand used this insight as a springboard for their creative strategy. By amplifying an organic narrative and partnering with influencers who genuinely used and loved their products, CeraVe bridged the trust gap often seen in social media marketing.
Moreover, the campaign’s humor and creativity were refreshingly disruptive. In an era where many brands follow predictable formulas, CeraVe’s approach stood out by inviting audiences to participate in a story rather than passively consuming an ad.
Expanding the Audience: Skincare for Everyone: CeraVe also leveraged this campaign to reinforce its message of inclusivity. Beauty brands are often perceived as targeting women, but CeraVe positioned itself as a genderless, universal skincare brand. By featuring a male celebrity and using the Super Bowl stage to emphasize their broad appeal, CeraVe reached untapped male audiences while maintaining their existing fan base.
Engagement Beyond the Big Game: What truly sets this campaign apart is how it resonated beyond the Super Bowl itself. From Michael Cera’s quirky humor to dermatologist influencers like Dr. Shah backing the brand’s expertise, every touchpoint felt intentional. This synergy extended CeraVe’s share of voice well beyond game day, making it a blueprint for how brands can create lasting impact.
CeraVe’s Super Bowl campaign wasn’t just an ad—it was a masterclass in marketing innovation. By combining humor, authenticity, and a deep understanding of their audience, CeraVe created an unforgettable moment that resonated far and wide. At Boston Waves, we’re inspired to help small businesses achieve similar success with strategies that are creative, authentic, and audience-driven. After all, every brand has a story worth telling—let’s make yours unforgettable.
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