"Michael CeraVe" is a first-of-its-kind immersive campaign that invites everyone to participate in a memorable prank-like experience, only to be debunked on America’s biggest stage – the Super Bowl – by CeraVe’s dermatologists. The three-week campaign took people on a journey from “CeraVe, developed by Michael Cera” to “CeraVe, developed with dermatologists.” The intricately developed integrated campaign was executed across earned, paid and owned channels, including social media and influencers. In the days leading up to the Big Game, Cera went toe-to-toe with dermatologists and revealed his own Michael CeraVe commercial to ‘prove’ he’s the master behind CeraVe. The truth came out during the Super Bowl-aired TV commercial, with Cera’s claims debunked by a boardroom of CeraVe dermatologists.
