Mon Feb 17 00:20:00 UTC 2025: **CeraVe Launches Hilarious Anti-Dandruff Campaign Featuring Influencers and SNL**
NEW YORK, NY – CeraVe, the L’Oréal-owned skincare brand, is eschewing a traditional Super Bowl ad this year in favor of a multi-platform influencer campaign promoting its new anti-dandruff shampoo and conditioner. The “Head of CeraVe” campaign, which launched around the Super Bowl, leverages a social media-first strategy similar to the wildly successful “Michael CeraVe” campaign from 2024.
Unlike last year’s highly successful campaign, which featured Michael Cera, this year’s effort focuses on a diverse group of influencers, including TikTok star Charli D’Amelio, NBA player Anthony Davis, and University of Connecticut basketball player Paige Bueckers. The campaign highlights the authenticity of the influencers’ experiences with dandruff, creating relatable content for a broader audience.
The campaign features humorous video content tailored to each influencer’s style and platform, ranging from D’Amelio’s TikTok-style shrine to Davis’s post-game interview format and Bueckers’ sports documentary-esque video. This approach allows CeraVe to build organic buzz and engage viewers across YouTube, Instagram, TikTok, and linear TV.
The campaign culminates in a 60-second commercial airing during the “Saturday Night Live” 50th-anniversary special on Peacock. The ad features “SNL” stars Bowen Yang and Sarah Sherman in a heavy metal band, Naumôre Dandruf, alongside a dermatologist, playfully addressing the often-taboo topic of dandruff.
Kelly Buchanan Spillers, CeraVe’s global head of digital and social, stated that the campaign aims to “break the taboos of talking about dandruff” in an entertaining and engaging manner. The integrated marketing strategy, created by WPP Onefluence and led by Ogilvy PR, showcases a departure from traditional advertising, prioritizing authentic influencer partnerships and humorous content to achieve maximum impact across demographics.
First Piper 