American rapper Lil Wayne has teamed up with Cetaphil for its latest campaign, ‘We’re All a Lil Sensitive’.
The sensitive skin care brand says it is a playful yet poignant take on life’s sensitive moments.
The campaign comes as football fans gear up for Super Bowl LIX, on Sunday 9 February in New Orleans.
Wayne, 42, publicly expressed disappointment at not being selected to perform at the halftime show in his hometown of New Orleans.
In a video posted on Instagram, Lil Wayne said: “I thought there was nothing better than that spot, that stage, and that platform in my city.
"It broke me. I'm just trying to put myself back together. But, my God, how you all have helped me."
The campaign, created by Galderma-owned Cetaphil and agency Lippe Taylor, is a nod to both skin sensitivity and the emotional ups and downs of everyday life.
The ad humorously references Lil Wayne’s recent disappointment over not being chosen to headline the Super Bowl halftime show.
Directed by film maker /prompt., the campaign features Lil Wayne offering Cetaphil to people in cringe-worthy, ‘sensitive’ moments.
The sensitive moments feature a first-time boyfriend making an awkward impression on his girlfriend’s dad and a fan getting rejected on a stadium kiss cam.
The video also features a cameo from dermatologist Dr. Muneeb Shah who highlights the science behind Cetaphil’s sensitive skin formulas.
The new campaign reiterates Cetaphil’s plan to rebrand to Gen Z.
In October, Tara Loftis, Global President of Skin care and Global Head of Cetaphil at Galderma, discussed with Cosmetics Business the motivation behind the rebrand.
“We are always ready to engage authentically and in real time with our consumers, which allows us to stand out in a crowded market,” Loftis said.
“Gen Z and Gen Alpha are looking for authenticity and a sense of community in the brands they choose”.
L’Oréal also acquired a 10% stake in Galderma, the parent company of Cetaphil, which marked a significant investment for the dermatology-led skin care brand.
In the final scene, the advert hints at the release date for Lil Wayne’s upcoming album Carter VI, with a “DO NOT DISTURB ‘TIL 06-06-25” sign on a studio door.
The campaign launched on 6 February on YouTube and social media, with a regional TV spot set to air exclusively in New Orleans during the Super Bowl.
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