Cannes Lions: Consulting Director Thibault Tréhin explains his favorite campaign

CeraVe, American advertising know-how.

The United States has always had a unique way of dealing with the absurd, parody and exaggeration in advertising. Think of the Old Spice ads and the famous ‘I’m on a horse’, or the undeniable charisma of Shaquille O’Neal introducing us to Goldbond products.

The secret lies in an equation that never seems to be lacking: skilfully playing on the codes of advertising, exacerbating them, capitalising on impeccable acting and perfectly controlled absurdity.

That’s exactly what made this campaign for CeraVe products, broadcast during the Superbowl, such a success. The brand and actor Michael Cera have poked fun at the highly codified world of cosmetics, beauty and luxury advertising to produce a totally absurd spot.

The CeraVe brand has a message to get across: our creams are developed by dermatologists… and this is the campaign chosen to get the message across. It makes you want to be at the brainstorming session.

It’s fascinating to think about the initial brief, i.e. to show the involvement of dermatologists in the development of CeraVe creams, and the production that was chosen… it makes you want to be at the brainstorming session!

So, clearly, thank you to the United States for these very unique ads, which show us that you can take yourself very seriously, but still do it in a very serious way.

PS: Special mention for Michael Cera’s laugh at 00:17