On Strategy Showcase Chris Beresford Hill shares the truth behind Michael Cera for CeraVe
Nov 10, 2025
Chris Beresford-Hill, Worldwide Chief Creative Officer at BBDO, reveals the insider story behind the innovative CeraVe campaign featuring Michael Cera. He discusses how the initial pitch idea sparked from a casual conversation and the challenges of securing Cera’s participation. Chris also highlights the importance of irreverent humor and strategic influencer partnerships leading up to the Super Bowl. Throughout the conversation, he emphasizes creative integrity amidst brand requirements, showcasing how a well-executed prank can captivate audiences.
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Anchor The Idea In The Product Truth
- The strategic anchor was the product truth: "developed with derms," written on the bottle.
- They decided to make dermatologists central while also trying to reach more male consumers.
Idea Born In A Hallway Spark
- The Michael Cera idea emerged quickly during a hallway brainstorm when Charlie flagged a Reddit collab thread.
- Within minutes they decided to make CeraVe's founder a delusional Michael Cera and wrote the concept fast.
Pitch With The Press Headline
- In the pitch they led with a press-headline style reveal describing the prank ecosystem and payoff.
- They presented the narrative arc: misinformation, rogue ad, dermatologists' rebuke, and a forced apology.