We debuted a groundbreaking campaign for Cetaphil, "Game Time Glow" leading up to this year’s big game. Inspired by the growing allure of football among younger audiences, the digital film merges a daughter’s world of skincare with a father’s world of football into a beautiful bonding moment. The video spotlights a deep and newfound emotional connection between parents and children, emphasizing the value of shared interests during the crucial yet fleeting tween years.
Alongside the commercial, we created a new ‘pregame ritual’, giving each family member the tools to use the opportunity to learn about skincare, whilst bonding over football. The idea was brought to life through four touch-points: film, influencers, a tool kit, and a robust social and earned drive.
Insight
Since Cetaphil wanted to be a part of the Taylor Swift conversation at the Super Bowl, we had to find an emotional way into the hearts of a broad audience. We found that Taylor Swift attending football games created a nationwide spike in dads and daughters watching football together.
Idea
Create a new pre-game ritual for the Super Bowl this year…
Skincare for dads and daughters to do together.
Skincare for dads and daughters to do together.
How It Works
By leveraging AI, we were able to move quickly through the concept and storyboard stages. Everything was brought to life within a weeks time, including a video that made the internet cry, and influencer/social kits that provided prompts to teach dads and daughters about their respective interests–football and skincare.
All images above were developed with MidJourney and Photoshop Beta AI as package and storyboard concepts
The Results
Game Time Glow garnered 5.7B impressions across media, paid, brand-owned social assets, influencer partnerships, and regional broadcast. Additionally, Game Time Glow won the People's Voice for Best Video Editing and an Honoree in Viral Marketing from the Webby Awards.
Campaign design including concept art, storyboard, campaign logo, packaging design, jersey design, social assets and additional branded elements by Justine Sanborn.
WHEN THEY SAY IT TAKES A VILLAGE, it truly does when you pull off a Super Bowl with the speed of culture
GALDERMA: Gerry Muhle, Tara Loftis, Dodie Itaoui, Sebastien Perlo, Luis Garcia, Jerome A. Brathwaite, Katie Broderick Meehan, Laura Cleary,
WHEN THEY SAY IT TAKES A VILLAGE, it truly does when you pull off a Super Bowl with the speed of culture
GALDERMA: Gerry Muhle, Tara Loftis, Dodie Itaoui, Sebastien Perlo, Luis Garcia, Jerome A. Brathwaite, Katie Broderick Meehan, Laura Cleary,
/prompt. / Lippe Taylor Team: Alex Foster - ECD & Head of Production, Michael Marantz - Director, Editor, Composer, Apple Xenos - Associate Creative Director (The Swiftie), Taylor Schomann - Executive Producer, Craig Elimeliah - Chief Creative Officer, Jesse Potack, Creative Director, Alissa Green - VP, Engagement Management, Alyson Shumeyko - Director of Content Production, Cass Covaleski- VP, Digital Experience, Corey R Martin - Managing Director, Head of Creator Marketing, Doron Faktor - EVP, Digital Experience, Kate Hall - SVP, Engagement Management, Kathleen McManus - Senior Account Executive, Digital, Laura Touysinhthiphonexay - Creative Director, Alex Ghinger (He/Him) - VP, Influencer & Creator Marketing, Yun Yu - VP, Media, Emma McCormick - Senior Account Supervisor, Engagement, Caroline Gonzalez - Account Executive, Media, Stephanie Bargas - Producer, Adam Witten - Editor, Kate Cleary - Senior Account Executive, Engagement, Jessica Izquierdo - Junior Account Executive, Digital, Halle Foster, Senior Account Executive Engagement, #LucadelPuppo - Director of Photography// United Talent Agency, Charlène PELUT - Photographer
