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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Big-Stage Pitch Sparked Interest
- CeraVe was pitched as a Super Bowl opportunity even though Chris initially knew little about the brand.
- The pitch captured his interest because of the big-stage potential and an existing relationship with Adam Kornblum.
Skunkworks Team For Speed
- Chris assembled a tight skunkworks team led by Alex Holm and Avi Steinbeck for speed and focus.
- He plugged in producers, strategists, account leads, and a social team to keep the group lean and effective.
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.