Why CeraVe, Velveeta and Bottega Veneta Are Putting the Paparazzi on Speed Dial – Adweek

Ahead of its Super Bowl 58 spot, CeraVe also whipped the internet into a frenzy with pap shots that showed actor Michael Cera carrying bags filled with bottles of its moisturizer. CeraVe relied on the internet gossip engine to build buzz without explaining anything. As the photos went viral and fueled online conspiracies that Cera was a skincare mogul, the stunts garnered press coverage from the likes of Page Six, People, The Cut, Us Weekly and Mail Online. “We phased out the storytelling,” said Adam Kornblum, senior vice president and head of global digital marketing for CeraVe, at the time, revealing that in the days after the Big Game, CeraVe garnered 18 billion earned media impressions and 10 billion social media impressions with help from creative shop Ogilvy.