The stage is set! Advertisers, don't miss this cultural moment. ADWEEK House The Big Game is headed to New Orleans on February 7. RSVP. The jingle from CeraVe’s “Hey It’s Me” commercial has become meme fodder on social channels like TikTok—sometimes with an air of mockery. But instead of feeling embarrassed, the L’Oréal brand is getting in on the joke by remixing the tune with dozens of influencers. In the latest chapter of its “Moisturize Like a Derm” campaign, created by Ogilvy, CeraVe collaborated with digital creator and DJ Casa di Music to remake the opening monologue of its long-running TV ad, which begins: “Hey. It’s me. Your dry skin.”A diverse cast of 50 influencers, including Audrey Trullinger, Kareem Rahma, Greg Berzinsky, and Mohamet Mbaye, will dance to the remix while using CeraVe’s moisturizer cream and share the content on social media. The campaign will run globally across social and streaming channels throughout the first quarter of 2025, with CeraVe adapting the tune for different markets with local talent. CeraVe’s team was inspired when it learned that the “Hey It’s Me” monologue was being used as the background for numerous TikTok posts, often to comedic effect. One of those, in which the jingle is used in a karaoke performance, received more than 28 million views on TikTok. One TikTok post using the jingle received over 28 million viewsThe new ad also draws inspiration from the remix trend on social media, which has included Charli XCX’s popular 2024 album, Brat. “Where some people were making fun of our commercial, we wanted to be part of the fun, but take it back and own it,” Kelly Buchanan Spillers, CeraVe’s global head of digital and social, told ADWEEK. “We’re hoping for a global movement.”Plus, she added: “We think our remix is a bop.”Educating while entertainingCeraVe has dubbed its approach to marketing “edutainment,” a cross between education and entertainment. Last year, it spoofed film and TV genres and borrowed tropes from pop culture, releasing a soap opera about skincare evils and a romcom trailer in which the matchmaker was a dermatologist and “the one” was a bottle of moisturizer. These entertaining ads serve as “a Trojan horse to educate and help people improve their skincare habits,” Buchanan Spillers explained. The most famous of these campaigns was last year’s award-winning Super Bowl ad starring actor Michael Cera. Weeks before the Big Game, CeraVe enlisted Cera and numerous influencers to spark rumors that the actor was a skincare influencer with ties to the brand, finally revealing the joke during a Super Bowl ad break. Buchanan Spillers declined to say whether CeraVe was advertising in the Super Bowl again this year. Going forward, social and influencer marketing will remain a “core priority” for the brand to engage younger audiences, but it will continue to advertise in traditional channels like TV to reach older generations who also use its products, Buchanan Spillers said. The new ad includes people of all ages and also features different skin conditions, she added. Recommended articles

A diverse cast of 50 influencers, including Audrey Trullinger, Kareem Rahma, Greg Berzinsky, and Mohamet Mbaye, will dance to the remix while using CeraVe’s moisturizer cream and share the content on social media.

The jingle from CeraVe’s “Hey It’s Me” commercial has become meme fodder on social channels like TikTok—sometimes with an air of mockery. But instead of feeling embarrassed, the L’Oréal brand is getting in on the joke by remixing the tune with dozens of influencers. Buchanan Spillers declined to say whether CeraVe was advertising in the Super Bowl again this year. These entertaining ads serve as “a Trojan horse to educate and help people improve their skincare habits,” Buchanan Spillers explained.

In the latest chapter of its “Moisturize Like a Derm” campaign, created by Ogilvy, CeraVe collaborated with digital creator and DJ Casa di Music to remake the opening monologue of its long-running TV ad, which begins: “Hey. It’s me. Your dry skin.”The campaign will run globally across social and streaming channels throughout the first quarter of 2025, with CeraVe adapting the tune for different markets with local talent.

One TikTok post using the jingle received over 28 million views

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