Gene – Brand Communications & Engagement at CeraVe, L'Oréal Groupe | Super Bowl & Viral Campaigns

Introduction:
Gene, Brand Communications and Engagement lead for CeraVe, speaks directly to viewers from a bright, modern corporate environment surrounded by dynamic campaign imagery. He breaks down the strategy behind major viral moments, including the iconic Michael Cera Super Bowl spot and the "Heads of CeraVe" multi-influencer activation across sports, pop culture, and dermatology. The video showcases how disruptive storytelling merges educational science with entertainment to engage global audiences.



[Visual / On-screen text: Do you remember that iconic Michael Cera CeraVe campaign?]
[Visual: Clips from CeraVe's viral Super Bowl campaign featuring actor Michael Cera talking to camera through vintage TVs, whispering to a dolphin in a surreal pond, and rock climbing bare-handed with CeraVe cream.]
[Visual: Boardroom presentation scene showing executives watching the ad on a flat screen.]
Michael Cera (Ad audio): Developed with Michael Cera...Ve.
Executive (Ad audio): We like?
Gene (Brand Comms & Engagement, CeraVe, L'Oréal Groupe): Do you remember that iconic Michael Cera CeraVe campaign?

[Visual: Fast zoom-in on Gene speaking directly to camera, standing in a contemporary office setting with blurred brand imagery behind him.]
[Visual / On-screen text: GENE 🇺🇸 – BRAND COMS & ENGAGEMENT – CERAVE, L'ORÉAL GROUPE]
[Upbeat, modern electro-pop background music begins]
Gene: Well, it was one of the biggest campaigns of the year that I was very excited to be a part of. What matters is that I continue to learn and develop projects that are disruptive in ways that communicate education, that are fun and engaging for consumers.

[Visual: A series of influencer and creator unboxings and educational clips featuring custom Michael Cera t-shirts, CeraVe bottles, and dermatologist Dr. Dustin Portela lathering a mannequin's hair with shampoo.]
[Visual / On-screen text: fun engaging]
[Visual / On-screen text: Dr. Dustin Portela Dermatology]
Gene: And to do so, we united dermatologists, content creators, marketers, and social teams in order to create our next campaign:

[Visual: Anthony Davis sitting at a press conference signing a contract titled "Head of CeraVe", Charli D'Amelio greeting fans from a mobile pop-up truck and posing backstage in a dressing room, Paige Bueckers posing in her UConn basketball jersey holding a CeraVe shampoo bottle with an animated cap head, and a dermatologist grooming Anthony Davis's hair.]
[Visual / On-screen text: Head of CeraVe]
[Visual / On-screen text: Paige Bueckers]
Gene: the "Heads of CeraVe" with Charli D’Amelio, Paige Bueckers, and Anthony Davis. And we amplified their voices across pop culture, sports, and medical influencer platforms.

[Visual: Split-screen grid of various digital creators and medical experts talking about the campaign on social media, with Gene speaking in the center.]
[Visual / On-screen text: 85 million views]
[Visual / On-screen text: 5 billion PR impressions]
[Visual: Screenshots of PR headlines reading "How CeraVe's latest culture-hacking campaign brings 'medutainment' to 'SNL'" and a 1980s hair-metal rock concert clip promoting CeraVe Anti-Dandruff shampoo.]
Gene: The results: 85 million views, 5 billion PR impressions, one of our most talked-about social media campaigns ever.

[Visual: Close-up of Gene smiling broadly and speaking with high energy.]
Gene: This is exactly the type of campaign that you can lead at L'Oréal. Want to join us?

[Visual: Rapid collage recap of Michael Cera in various surreal campaign moments and climbing a sheer rock face.]
[Visual / On-screen text: Go to career.loreal.com and apply.]
Gene: Go to career.loreal.com and apply.

[Music swells and concludes with a punchy beat]
[Visual / On-screen text: L'ORÉAL GROUPE – CREATE THE BEAUTY THAT MOVES THE WORLD]