CeraVe just launched a new campaign that pokes fun at the cheesiness of rom-coms with a fake movie.
The skincare brand dropped the two-minute faux trailer, titled "The One Under the Sun," which tells the story of a woman and her journey to finding "The One."
It starts off with our protagonist seeking her friends' approval for a date outfit, but her date suddenly cancels.
In the next few scenes, we see classic rom-com tropes, with the lead consulting her friends, and even a stranger on a park bench, about her ideal relationship.
@drwallacenozile#ceravepartner . Studies have proven that relationships are vital to a long, happy life. So finding a perfect match is a MUST. @CeraVe ♬ original sound - Dr. Wallace Nozile, MD
"I think I deserve the kind of love that ticks all the boxes," she exclaims, tired of all the summer flings.
One fateful afternoon, she trips in the middle of the road, and a kind dermatologist helps her up.
"I couldn't help but overhear, they call me 'The Matchmaker,'" Dr.Wallace Nozile says, handing her his calling card.
Fun fact, Dr. Nozile is a board-certified dermatologist in real life, a social media influencer, and a CeraVe partner.
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Now, back to the movie plot.
We find out that the hunky doctor is a dermatologist, leading his new patient (not date) to find "The One," which is actually CeraVe SPF Facial Moisturizing Lotion.
"So you're in love with a bottle of lotion?" one of her best friends incredulously asks her after she makes the big reveal.
"Well, we haven't said the 'L' word yet," she responds.
Our protagonist and her CeraVe bottle then go on a montage of dates, lying down in the grass and exchanging cheeky dialogues (well, it's not really an exchange because the lotion can't speak) in the kitchen.
In between the scenes are reminders to wear SPF everyday, with subtle highlights to the moisturizer's benefits.
"CeraVe SPF Facial Moisturizer is The One Under the Sun," the screen reads, as the spot ends.
CeraVe's Comedic Formula
Made together with creative agency 72andSunny, the hilariously bizarre spot follows up the brand's uber-famous Super Bowl ad, which stars Michael Cera as he pitches himself to be CeraVe's endorser because his last name is "Cera."
Adam Kornblum, senior VP and CeraVe's global head of digital marketing, shares the goals of the campaign.
"We want people to understand the importance of wearing SPF daily while laughing along with us as we weave together this lighthearted, romantic tale that we hope is as entertaining as it is educational," he told AdWeek.
Kornblum explained CeraVe's decision to pursue a rom-com trailer, which isn't a common pick for your average moisturizing brand.
"Consumers are skipping ads now more than ever, and YouTube data told us that movie trailers have a higher consideration and watch-through rates over traditional ads — so we leaned in."
He added, "Our culture is obsessed with romance and reality dating, so we knew anchoring the campaign in the rom-com genre would resonate with audiences."
Editing by Katherine 'Makkie' Maclang