Michael CeraVe
Brand: CeraVeAgency: Ogilvy PR New York2024FilmVideo · Vimeo
The idea
Seed the absurd rumor that actor Michael Cera secretly created CeraVe, then resolve it during the Super Bowl.
Timeless principle
Build a rumor whose absurdity makes people want it to be true.
Why it works
The name coincidence supports a joke simple enough to travel through creators, dermatologists and staged sightings. Ambiguity lets the audience participate before the reveal. The final commercial pays off weeks of curiosity while returning authority to the real experts.
