Description
2025 - Clio Awards - Grand Winner
2025 - Clio Awards - Gold Winner x 8
2025 - Clio Awards - Silver Winner x 2
2025 - Clio Awards - Bronze Winner
How did CeraVe – a skincare brand developed by dermatologists – win the Super Bowl? By re-writing the Big Game Playbook. We spread a month-long conspiracy theory: that CeraVe was developed by Michael Cera. 450 influencers made it viral, resulting in 15.4B earned impressions BEFORE the "Perfect" (TODAY) commercial revealed the truth. The #1 SB campaign (Forbes, Adweek, AdAge, GQ) led to +25% sales.
"Michael CeraVe" is a first-of-its-kind immersive campaign that invites everyone to participate in a memorable prank-like experience, only to be debunked on America’s biggest stage – the Super Bowl – by CeraVe’s dermatologists. The three-week campaign took people on a journey from “CeraVe, developed by Michael Cera” to “CeraVe, developed with dermatologists.”
The intricately developed integrated campaign was executed across earned, paid and owned channels, including social media and influencers. In the days leading up to the Big Game, Cera went toe-to-toe with dermatologists and revealed his own Michael CeraVe commercial to ‘prove’ he’s the master behind CeraVe. The truth came out during the Super Bowl-aired TV commercial, with Cera’s claims debunked by a boardroom of CeraVe dermatologists.
This professional campaign titled 'Michael CeraVe' was published in United States in May, 2025. It was created for the brand: CeraVe, by ad agency: Ogilvy New York. This Integrated medium campaign is related to the Beauty industry and contains 2 media assets. It was submitted 29 days ago.
Credits
Brand: CeraVe
Creative Agency: Ogilvy PR, New York
Production Company: PRETTYBIRD, Culver City
Associate Design Director: Christina Hillman
Chief Creative Officer: Samira Ansari
Chief Creative Officer North America: Chris Beresford-Hill
Global Chief Creative Officer: Juliana Richter; Liz Taylor
President: Charlotte Tansill; Darla Price
Vice President: Vanessa Legutko
Senior Vice President: Stefanie Schmit
Creative Director: Alex Holm; Avi Steinbach
Creative: Rachel Frederick
Senior Art Director: Frans Ahlberg
Senior Copywriter: Aron Ramstedt
Content Creator: Allison MacIntosh
Social Creative: Victoria Treble
Experience Designer: Catalina Vela
Director: Eric Wareheim; Tim Heidecker
Editor: Ian Mackenzie
Group Executive Producer: Marisa Bursteen
Senior Producer: Regan Wallace
Head of Production: George Sholley; Jessica Nugent
Lead Influencer Manager: Ansley Williams
Influencer Manager: Sherri Schubert; Olivia Prendergast; Yasmin Koo
Social Media Specialist: Grace Fertenbaugh
Community Manager: Victoria Masterson
Head of Social: Christine Cotter
Planner: Carlos Dorenbaum
Senior Data Strategist: Diana Budman
Senior Analyst: Sakshi Kabra
Senior Social Strategist: Ben Greengrass
Executive Group Account Director: Liesl Lipford
Executive Engagement Director: Kristina Prickett
Client Managing Director: Tina Galley
Account Supervisor: Sally Gibb
Agency Project Manager: Alan Gutman
PR Account Supervisor: Mia Kain
Operations Director: Lisa Boyd
Music Supervision: Leland Music
VFX: Blacksmith
Social Agency: BPCM; Obviously
Media Agency: BCL
