How CeraVe Broke the Mold and Won the Super Bowl

At Ogilvy HQ during the 2024 Cannes Lions festival, Krystle Watler, Head of Creative Agency Partnerships at TikTok, moderated a masterclass conversation with Adam Kornblum, Global Chief Creative of U.S. Brands at L'Oréal, and Charlotte Tansill, President of Ogilvy PR, Social, & Influence for North America, that unpacked how a conspiracy theory became one of buzziest moments from the big game and garnered over 9 billion impressions before the Super Bowl even kicked off - and did it all while educating and entertaining consumers along the way. They discussed the build-up and reaction to one of the night's most talked about campaigns and how they orchestrated it all with an immersive, earned-first approach.