CeraVe Enters the Reality Dating Show Extended Universe
CeraVe is on a roll. Hot on the heels of its viral campaign starring Michael Cera, the skincare brand is launching another, equally cheeky marketing maneuver.
Instead of riffing on the phonetic similarities between Cera and CeraVe, the brand's latest campaign uses the stars of your favorite reality dating shows to poke fun at a universal quandary: the search for true love.
On Friday, CeraVe released a trailer for a faux rom-com, The One Under the Sun, following a young, single woman navigating the ups and downs of modern love. "He needs to be with me all the time but isn't clingy, and he can't just be another summer fling," our protagonist says of her perfect match. "And he needs to protect me, always."
Finding The One seems impossible, until one day, she runs into a man who calls himself "The Matchmaker," who introduces her to her twin flame. Except her twin flame isn't exactly a person. Instead, it's CeraVe's Facial Moisturizing Lotion With Sunscreen — which, if you think about it, fulfills her checklist of criteria.
The cast members of popular reality dating TV shows are helping bring home the trailer's messaging (sunscreen is a worthwhile commitment, etc.). In a series of TikTok videos, Abbey Romeo from Love on the Spectrum, AD Smith from Love Is Blind, and The Bachelorette's Andrew Spencer use CeraVe products to poke fun at their own relationship statuses.
"There is a morning and night cream, just like me and Davey," Romeo says, referencing her partner, David Isaacman. "He's a morning bird and I'm a night owl."
CeraVe isn't the only brand using timely pop culture phenomena to its advantage. Over the past few weeks, Marc Jacobs has been rolling out a series of TikTok videos starring the subjects of viral memes, from "Chick Fil A Sauce Girl" to "Boss and CEO" MainlyMannie.
