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The new announcement also draws inspiration from the remix trend on social media, which includes Charli XCX’s popular 2024 album, Brat.
“Where some people were making fun of our commercial, we wanted to be part of the fun, but take it back and own it,” Kelly Buchanan Spillers, CeraVe’s global head of digital and social, told ADWEEK. “We hope for a global movement.”
He further added, “We think our remix is a bop.”
Educate while entertaining
CeraVe called its approach to marketing “edutainment,” a cross between education and entertainment. Last year, it spoofed film and television genres and borrowed tropes from pop culture, releasing a soap opera about skin care problems and a romcom trailer in which the matchmaker was a dermatologist and “that” was a bottle of moisturizer.
These fun ads serve as “a Trojan horse to educate and help people improve their skin care habits,” Buchanan Spillers explained.
The most famous of these campaigns was last year award-winning Super Bowl commercial featuring actor Michael Cera. Weeks before the Big Game, CeraVe enlisted Cera and numerous influencers to spread rumors that the actor was a skin care influencer with ties to the brand, ultimately revealing the joke during a Super Bowl commercial break.
Buchanan Spillers declined to say whether CeraVe would advertise in the Super Bowl again this year.
In the future, social and influencer marketing will remain a “central priority” for the brand to engage the younger audience, but will continue to advertise in traditional channels such as TV to reach older generations who also use their products, Buchanan Spillers said. The new ad includes people of all ages and also features different skin conditions, he added.
