Building on the success of its award-winning “Michael CeraVe” Super Bowl campaign, L’Oréal-owned skincare brand CeraVe is rolling out a new social-media-focused initiative for its Anti-Dandruff Shampoo and Conditioner. Titled “Head of CeraVe,” the campaign leverages celebrity influencers and unconventional humor to tackle scalp care taboos while avoiding a traditional Super Bowl ad buy.
Breaking Away from Conventional Advertising
Instead of investing in a national broadcast spot during the Super Bowl, CeraVe opted for a phased social media rollout ahead of a culminating 60-second ad during Saturday Night Live‘s 50th-anniversary special on Peacock. The approach mirrors the brand’s 2024 strategy, which generated significant earned media buzz before its official Super Bowl debut. “We didn’t want to do what was expected,” said Kelly Buchanan Spillers, CeraVe’s Global Head of Digital and Social. The campaign, developed by WPP’s Onefluence and Ogilvy PR, emphasizes immersive storytelling through platforms like TikTok, Instagram, and YouTube.
Star Power and Authentic Storytelling
The campaign features NBA star Anthony Davis, TikTok sensation Charli D’Amelio, and UConn basketball phenom Paige Bueckers—all chosen for their genuine connection to scalp health. Davis, recently traded to the Dallas Mavericks, brings playful energy to mock press conferences, while D’Amelio (a recurring CeraVe collaborator) highlights scalp irritation from her Broadway wig. Bueckers, likely the #1 WNBA draft pick, reinforces the brand’s therapeutic ceramide technology. “We only featured people with authentic scalp concerns,” noted Buchanan Spillers, emphasizing CeraVe’s commitment to relatable messaging.
Blending Humor and Medical Education
The campaign’s centerpiece is a heavy metal-themed SNL skit starring cast members Bowen Yang and Sarah Sherman as the fictional band “Naumôre Dandruf,” alongside dermatologist Dr. Dustin Portela. The spot uses absurdist humor (think airborne potato chips masquerading as dandruff) to demystify scalp care, aligning with CeraVe’s “medutainment” approach. “How do we break taboos in a way that’s both SNL and CeraVe?” asked Buchanan Spillers. The answer: a headbanging anthem with lyrics about combating “druff stuff.”
Multi-Platform Execution
Content is tailored to each influencer’s niche: D’Amelio’s TikTok shrine, Davis’s sports-interview parody, and Bueckers’ documentary-style footage featuring a prop LED helmet. Retail partnerships will amplify post-launch visibility. According to Ogilvy’s Samira Ansari, the campaign thrives on “leaning into storytelling without rigid conceptual boxes”—a lesson from the viral “Michael CeraVe” success.
Why It Works: By combining credible dermatological messaging with meme-worthy creativity, CeraVe continues to redefine beauty marketing—one scalp joke at a time.
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