Good Clean Fun: CeraVe's Spoofing Soap Operas Now
"It's the mustachioed fool who betrayed us!"
Oh, there's such silliness in CeraVe's soap opera spoof featuring Xochitl Gomez (from Doctor Strange and Dancing With the Stars).
Goofing on daytime dramas is nothing new. But the approach makes sense for CeraVe, which at every hyper-dramatic turn positions its cleansers as superior alternatives to ... soaps.
72andSunny developed the campaign, which targets Gen Z. Director Milana Vayntrub—from This Is Us and AT&T commercials—lathers the story in suitably bold strokes.
It's pretty much exactly what you'd expect—a rich family in turmoil, overheated dialogue, melodramatic fainting spells. But it's extremely well executed and goofy in the right proportions.
"While soap operas are known for their dramatic flair, learning that many consumers were using soap to wash their face emphasized the need for some dermatologist skincare-expert education," says Melanie Vidal, CeraVe global GM. "We can effectively reach a Gen Z audience and teach them how to cleanse like a dermatologist, all while maintaining the signature CeraVe humor that resonates with our audience."
Such humor, of course, fueled the award-winning "Michael CeraVe" Super Bowl outing and its follow-up take on rom-coms. "Cleanse Like a Derm" slots right in, awash in silly social satire and canny brand building.
Nicole Como, global digital creative strategist at CeraVe, told Muse that filming took place in an actual mansion, and the "mustachioed fool" (actor James Babson) stayed in character even when the cameras stopped rolling.
That face! Method acting!
The work will run across social, digital and streaming platforms. Natch, there's a microsite.
Also natch, CeraVe will partner with social influencers (40, we're told) to amplify the message. And a "Drama-Free Cleansing Tour" hits the road next month.
