Cetaphil, which is making a push for wider UK recognition for its cult range of skincare products, has partnered with Warner Brothers and Comedy Central to sponsor the most popular show of a generation, Friends.
The comedy-based shorts take cue from Friends’ comedic tropes, just, minus the canned laughter. The sketches associate Cetaphil with friendship - while indicating confidence in skin - by using crash-zooms, close-ups and each ident concluding with the tagline “Get Closer”. The meaning is intentionally on the nose: get closer to friends and get closer to skin. This confidence comes from the faith placed in Pharrell Williams’ preferred face wash, Cetaphil Gentle Skin Cleanser. There are six 10-second idents and eight 5-second idents going to air, using humour to resonate with the Friends audience, and volume to ensure brand recognition.
Film advertisement created by Buchanan, United Kingdom for Cetaphil, within the category: Health.
Director: Kieran Simmonds
DOP: Stuart Luck
Producer: Ben Stubbs
Brief: Sponsored idents for Comedy Central
Creative agency: Buchanan
Screenwriter: Kieran Simmonds
Chief client officer: Lauren Sally
General manager: Stephanie Moran
Production company: Buchanan
Editor: Adam Orridge
Jnr. editor: Marc Ortiz
Audio post-production: Adam Orridge
Colour: Electric Theatre Collective
SFX: Wayne Bryant