Michael CeraVe
- Brand:
- CeraVe
- Agency:
- Ogilvy PR New York
2024FilmVideo · Vimeo
Timeless principle
Build a rumor whose absurdity makes people want it to be true.
The idea
Seed the absurd rumor that actor Michael Cera secretly created CeraVe, then resolve it during the Super Bowl.
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.
