CeraVe educates on importance of SPF with sunscreen campaign

CeraVe is taking a dramatic approach to spread the word about sunscreen’s importance. 

In order to educate consumers about wearing a moisturizer with SPF, the brand has launched a rom-com-inspired campaign that blends humor and education. 

Through “The One Under the Sun” campaign, CeraVe looks to draw viewers into what seems like a Netflix romantic comedy filled with love, laughter and matchmaking but takes a turn when a dermatologist appears to recommend its Facial Moisturizing SPF 30 as a perfect 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,” said Melanie Vidal, CeraVe global general manager. “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 No. 1 recommendation for healthy, protected skin.”

[Read more: American Academy of Dermatology survey notes lack of sun protection during winter]

Featured in the video are reality dating stars including “The Bachelor” contestant Andrew Spencer, “Love Is Blind” stars AD Smith and “Love on the Spectrum” star Abbey Romeo. 

“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,” said 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.”

The move trailer-inspired campaign video will premier in select movie theaters nationwide and run through June, as well as appear on social, digital and streaming platforms.