In a Super Bowl plot twist that felt more like a fever dream, CeraVe threw caution to the wind and unleashed Michael Cera on our screens. As a viewer, you find yourself watching Cera scaling mountains, chatting up narwhals, and navigating silky mazes – all while caressing a bottle of CeraVe lotion. If, for a second, you wondered what you were watching, you weren't alone. CeraVe at the Super Bowl? You bet. 

In the lead-up to the Super Bowl, while other brands took the traditional route of releasing “teaser” ads for their main ads (yes we advertise our advertisements), CeraVe delved into the power of conversation by posing an intriguing question:  

Did Michael Cera create CeraVe? 

This humorous and fascinating conspiracy theory became the talk of social media, sparking discussions, influencer posts, and even videos responding to their question. In the beauty industry, where luxury and seriousness often take center stage, CeraVe decided to throw a meme-worthy curveball and join the ranks of a new beauty culture. They didn't compromise the quality and essence of their product, but still showed that they could speak the language of their audience–yes that’s right, the language of memes. Audiences felt heard because they felt in on the conversation before it even made its grand appearance during the Super Bowl. CeraVe strategically connected with consumers before the ad even appeared so that when the ad actually played, it was something of an inside joke between them and their funny friend, CeraVe.

It doesn't end there. CeraVe took it up a notch by cheekily contradicting their own conspiracy theory - “Not Made by Michael Cera”. They fueled the meme fire, making sure that everyone was in on the joke. The result? The brand didn't just sell lotion; they sold an entire conversation. Suddenly, if you weren't questioning CeraVe's origins a week ago, you're knee-deep in lotion-themed conspiracy. I mean, hey, who doesn’t want to talk about cosmetics and creams? By not taking themselves too seriously, CeraVe successfully navigated a path that differentiated them from their competitors and resonated with their target market. They didn't just create a meme; they became the meme (be the meme!). And you know what? It worked like a charm.  

In speaking the language of meme culture, CeraVe showed us that even in the world of skincare, a little humor can go a long way–and in this case, straight to the top of the skincare hierarchy. So now as you walk down that aisle at Target, you will take a double glance at the products you've seen many times with a new set of eyes. A perspective that involves more than just a brand name.   

Needless to say, if you weren't talking about lotion a week ago, you are now.