CeraVe Singapore takes over Marina Bay Sands in FOOH campaign

American skincare brand CeraVe has taken over Marina Bay Sands with a new fake out-of-home (FOOH) campaign to celebrate its launch in Singapore.

In one of the video ads for the campaign, the shadow of a giant-sized bottle of CeraVe's moisturising lotion is seen flying over the Singapore flyer. The lotion bottle later peeks out from behind from the Marina Bay Sands building.

The bottle then flies above and circles the building before landing on the ground. A giant tub of CeraVe's moisturising cream joins the bottle too.

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The video ends with the announcement that CeraVe is now available in Singapore.

“We are thrilled to announce that CeraVe is officially available in Singapore. At CeraVe, building authentic connections with our communities is a cornerstone of our philosophy and also making dermatological solutions accessible to all," said Hazel Koh, marketing director of L’Oreal Dermatological Beauty Division MYSG when MARKETING-INTERACTIVE reached out. 

She added that the visuals were created in partnership with local 3D video artist, Aundraj Jude.

"This collaboration underscores CeraVe's unwavering commitment to innovation and our dedication to drive accessibility of science-backed skincare solutions informed by the needs of real people," explained Koh. "We're excited to unveil more about CeraVe's offerings in Singapore, and eagerly anticipate sharing upcoming initiatives designed to empower Singaporeans on their unique journeys towards healthier skin. Stay tuned for exciting announcements and opportunities that will unlock a new level of skincare experiences for Singaporean consumers."

This local campaign follows CeraVe's wider, global campaign featuring actor Michael Cera, dermatologists, and other TikTok stars.

In the campaign, actor Cera went across social media to promote his 'namesake' brand CeraVe. In the days leading up to the Super Bowl this year, Cera went toe-to-toe with dermatologists and revealed his very own Michael CeraVe commercial.

However, Cera's bizarre campaign was debunked by a boardroom of CeraVe dermatologists, who reminded him that CeraVe is, and always has been, developed with dermatologists since 2005 and that the "Ve" stands for MVE Technology and "Cera" refers to "ceramides," not Michael Cera.

"Our first-ever Super Bowl spot couldn't be limited to one moment. It needed to be an unforgettable skincare education journey," said Tom Allison, CeraVe's senior vice president and global head of professional sales and marketing.

"Collaborating with Michael Cera, our influencer partners and dermatologists allowed us to reinforce our brand's legacy and differentiators while having a bit of fun along the way."

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