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CeraVe Singapore takes over Marina Bay Sands in FOOH campaign

CeraVe Singapore takes over Marina Bay Sands in FOOH campaign

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French 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.

Don't miss: DBS, Marina Bay Sands and UOB top as SG's strongest brands in 2024 

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

MARKETING-INTERACTIVE has reached out to CeraVe for more information.

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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