Lights, camera, action: CeraVe is breaking into the movie business.
The brand’s latest campaign, “The One Under the Sun,” is a rom-com that aims to get viewers to fall in love with wearing SPF every day. “The One Under the Sun” movie trailer will premiere in select movie theaters nationwide and run through June, as well as across social, digital, and streaming platforms.
Inspired by the latest craze in matchmaking and reality dating shows, “The One Under the Sun” draws viewers into what seems to be a Netflix rom-com, but a dermatologist emerges as the matchmaker, recommending the CeraVe Facial Moisturizing SPF 30 as ‘the one.’
As part of the campaign, reality dating stars including the Bachelor’s Andrew Spencer, Love is Blind’s AD Smith, and Love on the Spectrum’s Abbey Romeo, posted fun double entendre-laden content about what they desire most in the perfect partner. Dermatologists played the role of matchmakers, sharing clever educational content on what consumers should look for in the perfect moisturizer with SPF match.
“This campaign is more than just laughs and romance; it’s about education and empowerment. We want our audience to not only enjoy the journey but to learn about the daily skincare essentials,” says Melanie Vidal, CeraVe Global General Manager, in a news release. “We are on a mission to underscore the crucial role of broad-spectrum sun protection in skincare, and it’s not just a recommendation; it’s the dermatologist’s #1 recommendation for healthy, protected skin.”
“Continuing our Super Bowl momentum, I think it’s pretty clear that we’re not afraid to have a little fun with our marketing approach and influencer partners,” adds Adam Kornblum, Global Head of Digital Marketing at CeraVe. “By combining people’s love of cinema and reality dating show fascination, we were able to tap into a culturally relevant conversation while doubling down on the importance of making daily sunscreen a skincare habit for all.”
