CeraVe builds on Super Bowl hype with fake rom-com trailer

By Alessandro Carrara | Published: 16-Apr-2024

The campaign follows on from a guerilla marketing stunt and Super Bowl advert starring Canadian film star Michael Cera

CeraVe has launched a romantic-comedy inspired brand campaign, continuing the momentum from its viral Super Bowl advert starring Michael Cera.

‘The One Under the Sun’ campaign is presented in the style of a film trailer for a rom-com, and aims to educate consumers on the importance of SPF.

CeraVe claims it was inspired by a surge in popularity for matchmaking and reality dating television programmes in 2024, with the brand collaborating with reality dating stars to create the advert.

The Bachelor's Andrew Spencer, Love is Blind's AD Smith and Love on the Spectrum's Abbey Romeo feature in the campaign.

Focusing on a more “cinematic” piece of content was an intentional choice, according to the brand, as its research found consumers are “more likely than ever” to skip adverts.

“We want our audience to not only enjoy the journey but to learn about the daily skin care essentials," said Melanie Vidal, CeraVe Global General Manager.

"We are on a mission to underscore the crucial role of broad-spectrum sun protection in skin care, and it's not just a recommendation; it's the dermatologist's number one recommendation for healthy, protected skin."

The short will premiere in June 2024 in select cinemas across the US, and will also feature across social, digital and streaming platforms.

The campaign follows on from a guerilla marketing stunt in January which starred Cera.

In a viral TikTok, influencer Haley Kalil, a CeraVe brand partner, “spotted” the Canadian film star at a pharmacy placing stickers of his face on CeraVe cream bottles.

The video was revealed to be a teaser for the L’Oréal-owned brand’s first Super Bowl campaign.

Cera is shown scaling (and moisturising) a rock face in the advert played during the game’s half-time segment.

The video also shows the The Superbad and Barbie Movie star being complimented on his skin by a dolphin with a unicorn horn. 

"Continuing our Super Bowl momentum, I think it's pretty clear that we're not afraid to have a little fun with our marketing approach and influencer partners," said Adam Kornblum, Global Head of Digital Marketing at CeraVe.

"By combining people's love of cinema and reality dating show fascination, we were able to tap into a culturally relevant conversation while doubling down on the importance of making daily sunscreen a skincare habit for all."

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