CeraVe and Michael Cera | The Fake News Campaign
CeraVe is and always has been developed by derms, which is why it’s the #1 most recommended skincare brand by dermatologists in the US.
To tell this story and with the objective to teach the public how to “mositurise like a derm”, CeraVe partnered with globally recognised actor Michael Cera (https://www.instagram.com/p/C2aWjWrg8lM/?hl=en&img_index=1) to spread unfounded rumours that he is the mastermind behind the brand.
On the surface, Michael Cera shares the brand’s namesake, allowing for an authentic and playful partnership and nod to CeraVe, but we can reveal this was all a hoax.
To debunk these rumours and create global speculation that Michael Cera is somehow linked to the brand, CeraVe have partnered with The Super Bowl (the largest US captive viewing audience – with over 110M views in 2023) to showcase this Fake News campaign.
Through this ad, CeraVe aim to not only raise awareness of the dermatologist-back products, but also to educate the world about the importance of skin health.
This global pranks objective was to massify dermatologic education and remind consumers the importance of “moisturising like a derm”.
The CeraVe global brand strategy is to be consistent and transparent, wanting to know that when they use CeraVe they are moisturizing the way a Dermatologist moisturizes.
The central communication of the campaign, which asserts that CeraVe is developed with Dermatologists and not Michael Cera (“Cera” refers to “ceramides” and not Michael Cera), strongly reinforces the brand promise of accessible Dermatologist-level skincare for all.
