“While soap operas are known for their dramatic flair, learning that many consumers were using soap to wash their face emphasized the need for some dermatologist skincare-expert education,” says Melanie Vidal, CeraVe global GM. “We can effectively reach a Gen Z audience and teach them how to cleanse like a dermatologist, all while maintaining the signature CeraVe humor that resonates with our audience.”

Such humor, of course, fueled the award-winning “Michael CeraVe” Super Bowl outing and its follow-up take on rom-coms. “Cleanse Like a Derm” slots right in, awash in silly social satire and canny brand building.

Nicole Como, global digital creative strategist at CeraVe, told Muse that filming took place in an actual mansion, and the “mustachioed fool” (actor James Babson) stayed in character even when the cameras stopped rolling.

That face! Method acting!

The work will run across social, digital and streaming platforms. Natch, there’s a microsite.

Also natch, CeraVe will partner with social influencers (40, we’re told) to amplify the message. And a “Drama-Free Cleansing Tour” hits the road next month.

It’s been said that love is strange. This faux rom-com, “The One Under the Sun,” directed by Erin Murray of production studio Florence, serves as a prime example.

A young woman falls head over heels for CeraVe Facial Moisturizing SPF 30 after being introduced to the lotion by a dermatologist.

Developed by 72andSunny, the work follows CeraVe’s mega-popular Super Bowl commercial starring Michael Cera. (That spot, from Ogilvy North America, won the Super Clio as this year’s best Big Game commercial.)

“The One Under the Sun” will run in movie theaters and online, supported by posts from CeraVe’s board-certified dermatologist influencers—aka “Dermfluencers”—on TikTok and Instagram.

Here, Adam Kornblum—SVP, global head of digital marketing for CeraVe—delves into the thinking behind the parody.

Why did you go with the rom-com approach? 

More and more consumers, especially Gen Z, are skipping ads when they have the choice. So, we set out to hack traditional advertising by disguising a CeraVe ad as entertaining content. We created “The One Under the Sun” to blur the lines and connect with our target audience in a new way.

How did you balance making a parody while also selling your product?

When tackling the script, authenticity was key. We delved into the classic tropes of the genre while also infusing it with a modern twist. One of the primary strategies we employed was tapping into the cultural fascination with matchmaking and reality dating shows, which provided a rich backdrop for our narrative.

One of the central themes revolves around the “perfect match.” We integrated double entendres throughout the script, drawing parallels between the search for an ideal romantic partner and the quest for the perfect SPF.

By juxtaposing these two seemingly unrelated concepts, we were able to create a narrative that was both amusing and thought-provoking.

What did the trailer’s director bring to the project? 

By blending her two passions—dance [Murray is also a choreographer] and narrative filmmaking—Erin was able to create humorous, engaging and movement-driven work that added an extra layer of depth and emotion. Her intuitive understanding of rhythm and composition enriched the overall experience.

I could picture any of the actors in this trailer in a real Netflix rom-com. Everyone was so committed. How did you find your cast?

Our lead matchmaker was a no-brainer. Dr. Wallace Nozile, one of our trusted CeraVe board-certified dermatologists, was the perfect matchmaker for our rom-com spoof.

Olivia Bagg, portraying Sarah, our leading lady, was chosen for her funny and relatable qualities. She embodies the perfect imperfect girl, avoiding clichés. Brandon Delsid and Jack De Sanz star as Olivia’s quick-witted, real-talking best friends.

We originally set out to cast only one actor [to play Olivia’s best friend], but we couldn’t pass up both talents. They were simply too funny to work with only one. 

Just call him Michel CeraVe from now on. And remember: Human skin is his passion.

Arrested Development and Superbad actor Michael Cera scaled cliffs with lotioned hands, gave himself a freaky massage and won the hearts of Super Bowl LVIII viewers in a satirical spot that capped off a brilliant brand campaign.

Dubbed “Michael CeraVe” and preceded by an impressive teaser blitz from the skincare company, the :30 netted the Super Clio from the Clio Awards, which recognizes the Big Game’s most creative commercial.

Ogilvy North America developed the initiative; Tim Heidecker and Eric Wareheim directed.

“Let my cream hydrate you,” Cera enthuses in the spot, which takes the form of a pitch from Michael, as he tries to convince CeraVe that his name offers “a perfect crossover opportunity.”

Indeed it did! The push provides meta commentary without seeming heavy-handed or forced. CeraVe built enviable anticipation for the 1st-quarter drop—and delivered. 

“It gets harder and harder to capture consumers’ attention each year, but viewership for live sports, especially NFL football, continues to grow,” says Clio Awards CEO Nicole Purcell. “An audience as large as the Super Bowl is rare, so brands and advertisers are under a lot of pressure to deliver a spot that has a cultural impact and generates buzz.”

Cera’s outing accomplished that mission, enjoying copious coverage leading into SBLVIII and enthusiastic social chatter when the ad broke.

Ultimately, CeraVe accomplished what most Super Bowl brands set out to do these days. It crafted an event of its own, extending the hype funnel beyond an in-game buy and stoking consumer conversations in fab fashion.

“Everyone is putting forth their best work in the same arena, and with the Super Clio, we celebrate the people taking bold creative risk,” says Purcell. “This award signifies that their peers and the leaders at the top of their industry saw their idea as the best of the best. It’s an incredible honor to be recognized this way and we love to share in the excitement of such an accomplishment.”

WPP Global CCO Rob Reilly has served as the Super Clio’s non-voting jury commissioner since the special award launched a decade ago.

Here’s the full list of 2024 jurors:

• Bianca Guimaraes, Partner & Executive Creative Director, Mischief
• Danilo Boer, Global Creative Partner, FCB Global
• David Kolbusz, CCO, Orchard
• Esi Eggleston Bracey, Chief Growth and Marketing Officer, Unilever
• Greg Harrison, Chief Creative Officer, MOCEAN
• Islam ElDessouky, Global Vice President Creative for Coca-Cola, The Coca-Cola Company
• Jason Campbell, CCO, Translation
• Jason LaFlore, Creative Director, 72andSunny
• Keith Cartwright, Founder & Chief Creative Officer, Cartwright
• Kerstin Emhoff, CEO, PRETTYBIRD
• Kristin McHugh, SVP & Chief Brand Officer, Verizon
• Margaret Johnson, Chief Creative Officer and Partner, Goodby Silverstein & Partners
• Myra Nussbaum, CCO & President, Havas Chicago
• Rafa Rizuto, Chief Creative Officer US-Hispanic LATAM, Dentsu Creative
• Samira Ansari, Chief Creative Officer, New York, Ogilvy
• Shannon Washington, Global CCO, gotham
• Walter Geer, Chief Creative Officer, Innovation North America, VML

CLICK HERE to watch all of this year’s Super Bowl commercials.