CERAVE | Michael CeraVe | 2024
The Madness of Growing a Conspiracy Theory for Three Weeks / CeraVe "Michael CeraVe"
Roping in an actor whose name just happens to sound similar, growing fake news across the whole country for three weeks, then revealing the truth at the Super Bowl. This is completely unhinged (the highest compliment). The client, Michael Cera, and the 450 influencers who jumped on board - everyone involved is out of their minds.
The problem
CeraVe is the No. 1 dermatologist-recommended brand, but competitors had started making the same claim. On the Super Bowl stage, packed with celebrity-driven ads, the brand was looking for a way to show that dermatologists are the real celebrities. That's when the Ogilvy team came across an old Reddit joke asking, "Does Michael Cera have something to do with CeraVe?"
The insight
In a world full of celebrity-founded skincare brands, they deliberately invented a fake "celebrity founder" - which, by contrast, made the real fact that it was created by dermatologists stand out even more. This reversal is the whole trick.
The idea
Paparazzi photos, influencer sighting videos, awkward answers in podcast interviews, official denial statements - over three weeks, they gradually grew the rumor step by step. Right before the payoff, they released footage of Cera himself, dripping with narcissism, declaring "I am CeraVe." Then on Super Bowl day, they revealed it had actually been a pitch to dermatologists all along, unveiling the truth: "Ve stands for ceramides."
What happened
15.4 billion earned impressions, a 25% increase in sales, and the Grand Prix in the Social & Influencer category at Cannes Lions.
Afterthought
Going with "make a conspiracy theory" instead of "make an ad" is next-level crazy. Carefully growing a rumor, then cashing it in at the exact moment the whole country goes "wait, seriously?" Are these people screenwriters or something? I'm completely in love with the guts of the client who put money behind this whole scheme.
Awards
- Cannes Lions Grand Prix 2024
