How CeraVe Skincare Advertises on Meta

# Ad summary This ad features a testimonial by a basketball player who has used Cerave to combat dry skin. A friend in pink pants walks onto the court to give the basketball player the lotion. # Brand positioning Cerave is presented as a reliable, effective solution for addressing dry skin issues. The brand is not explicitly positioned in terms of values or lifestyle but is presented as a practical and functional product that addresses a common skin problem. By showing the product being offered by one person to another, Cerave is implicitly associated with community and care. The ad's focus on a specific skin concern and its practical solution suggests a brand that prioritizes functionality and efficacy, avoiding emotional appeals or lifestyle branding. # Product The featured product is Cerave moisturizing lotion. It is presented as a solution for dry skin, particularly on legs. The ad demonstrates the lotion being applied to visibly dry skin and highlights its moisturizing properties. The product is packaged in a white and blue bottle with a pump. The ad clearly conveys the lotion's USP as an effective moisturizer for combating dryness and maintaining healthy-looking skin, even in active individuals. The use occasion is after physical activity, specifically basketball, when the user is experiencing skin dryness. The purchase barrier addressed is skepticism about the product's efficacy. # Visual style The ad has a casual, UGC feel with a blend of static shots and quick cuts. The production quality is a mix of polished commercial and raw, unedited footage, giving it an authentic feel. The pacing is moderate and consistent throughout, contributing to a conversational tone. # Hooks Spoken: 00:03–00:04 Okay, honestly. Text overlay: 00:00–00:04 #ad Visual: 00:00–00:01 Close-up shot of a dark-skinned person sitting in a black chair in a basketball court. They are wearing white shoes and socks, black shorts, and a black top. Their leg has white scratch-like marks. They are holding a basketball. / 00:01–00:03 The camera zooms out to show a young dark-skinned man wearing a black Nike hoodie, black shorts, white socks, and white sneakers with red accents, sitting on a black chair in a basketball gym. He tosses a basketball up and catches it. / 00:03–00:04 The young dark-skinned man is sitting on the chair in the basketball court, looking at the camera. The camera is still. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is having dry skin. # Value propositions - Cerave helps a lot with dry skin. - Cerave understands skin issues. # Benefits - Helps a lot with dry skin # Features - Moisturizing lotion - Bottle with a pump # Call to action Make sure y'all moisturize. # Social proof - "I see you, Katie Jr." # Point of view - Customer 90% – Most of the video is told from the perspective of a real user of the product. - Brand 10% – The official voice of the brand appears when the user shows and names the product, highlighting its understanding. # Storyline - 00:00–00:01 The ad opens with a close-up shot of a basketball player's dry leg. - 00:01–00:03 00:01–00:03 The camera zooms out to show the basketball player sitting on a chair. He tosses the ball up in the air and catches it. - 00:03–00:06 00:03–00:06 The basketball player looks at the camera and makes an observation. The perspective is from the athlete to the audience. The tone is honest and conversational. - 00:06–00:12 00:06–00:12 A man in pink pants walks onto the basketball court holding a bottle of Cerave. The scene is intended to be funny. - 00:12–00:16 00:12–00:16 The basketball player tells the man in pink pants to chill out because he is his high school teammate. - 00:16–00:19 00:16–00:19 The man in pink pants offers the Cerave lotion to the basketball player, telling him it will help a lot. - 00:19–00:25 00:19–00:25 The basketball player applies the Cerave lotion to his leg. - 00:25–00:28 00:25–00:28 The basketball player holds up the Cerave bottle, stating that Cerave understands. - 00:28–00:35 00:28–00:35 The basketball player is sitting on the chair again. He dribbles the ball and makes a basket. The scene shows the basketball player is in a comfortable mood after moisturizing. - 00:35–00:43 00:35–00:43 The basketball player appears annoyed and tells everyone to leave him alone. The perspective is from the basketball player to the audience. - 00:43–00:47 00:43–00:47 The basketball player grabs the bottle of Cerave and reminds everyone to moisturize.

# Ad summary This video features a creator discussing the viral internet 'problem' of NBA player Kevin Durant's dry, 'ashy' legs, framed as the 'biggest crime in basketball.' The creator highlights the public commentary and Durant's apparent reaction to it, before revealing CeraVe Moisturizing Cream as the solution to this 'skincident.' The ad concludes with the creator jokingly equating CeraVe's efficacy to a 'lotion deal' for both Kevin Durant and himself, suggesting everyone should stop 'skipping leg day' (meaning moisturizing) with CeraVe. # Brand positioning CeraVe is presented in the ad as a simple, effective, and accessible solution for common skin issues, even for high-profile individuals like NBA star Kevin Durant. The brand aims to occupy a space in the consumer's mind as the go-to, no-nonsense product for dry skin. It aligns with values of practicality, effectiveness, and solving everyday problems without unnecessary fuss or luxury. The ad implicitly pushes against the idea that complex or expensive skincare is always necessary, instead suggesting that a basic, dermatologist-developed product can address significant, publicly embarrassing issues. Its positioning is functional, emphasizing its ability to resolve the 'ashy legs' problem directly and efficiently, leading to visibly healthier skin. # Product The product featured is CeraVe Moisturizing Cream, presented in a large white tub with a blue label. It is shown as a solution for extremely dry, 'ashy' skin, as exemplified by NBA player Kevin Durant's legs. The ad implies it is for anyone experiencing significant skin dryness, particularly on areas like legs. The primary USP highlighted is its powerful moisturizing capability, which can transform 'ashy' skin to 'better than ever' and prevent dryness, even in challenging, dry climates like Houston, Texas. The ad conveys that this simple product can solve a persistent, embarrassing problem effectively and easily, making it worth trying for anyone seeking hydrated skin. # Visual style The ad features a hybrid visual style, blending polished, professional-looking 'reenactment' footage (Kevin Durant) with more casual, UGC-style direct address from the creator. The editing is fast-paced with frequent cuts (approximately 1-2 cuts per second) and dynamic transitions, typical of short-form social media content. Visual motifs include text overlays in bright, eye-catching colors, quick zooms, and rapid scene changes to maintain engagement. The production quality is high, with clear audio and crisp visuals, giving it a 'made for Reels/TikTok' feel that enhances its relatability and shareability. The pacing is consistently quick, synchronized with the energetic voiceover and background music. Product appearances are often highlighted with close-ups or spotlight effects. # Hooks Spoken: What was just spotted in Kevin Durant's bag, that has led to the biggest crime in basketball being solved? Text overlay: #ad / Durant's / bag / that has / BIGGEST / CRIME / basketball / SOLVED / SOLVED? Visual: A male creator with a beard and white baseball cap (red text 'All Hail Hoops Club') in a white t-shirt sits in front of a Rode microphone with a red foam cover. He is looking directly at the camera, gesturing with his hands. The background is a dimly lit room with sports memorabilia (e.g., a framed jersey) on the wall. The camera is stationary and chest-level. / A side profile shot of NBA player Kevin Durant (Male 2) performing leg presses in a gym. He is wearing a white t-shirt, dark shorts, and white sneakers with black socks. His left leg, closest to the camera, shows signs of dry, 'ashy' skin. A blue gym bag with a white CeraVe tub on top is visible to the right. The camera is stationary and at mid-level. / A close-up of a blurred object under a leg press machine, with hands (presumably Male 2's) holding it. A blue gym bag is underneath, and a white CeraVe tub is seen on top of the bag, briefly illuminated by a spotlight. The camera is stationary and focused on the product. / A dark, ominous shot of a person in a hooded sweatshirt from the chest up, with their face completely shadowed. Red text 'CRIME' is at the top of the screen. A small orange basketball is at the bottom. The camera is stationary. / The same dark shot of the hooded figure and basketball. A green, distressed-look 'SOLVED' stamp is animated to appear diagonally across the screen, followed by white text 'SOLVED?'. The camera is stationary. # Funnel stage Consideration # Pain points The central pain point is 'ashy legs' or extremely dry, flaky skin, as explicitly shown through close-ups of Kevin Durant's legs and mentioned in the online comments. This dryness is presented not just as a physical discomfort but also as a source of public ridicule and embarrassment for Kevin Durant, turning a personal issue into a 'crime in basketball' or a 'skincident.' The ad emphasizes how 'he's been getting grilled online for years about this' and 'some users even calling his skin flammable.' # Value propositions - solves the largest 'skincident' - makes skin 'better than ever' # Benefits - fixed his biggest problem - saved his career - better than ever # Features - moisturizing cream # Call to action None used # Social proof - Bro KD...PLEASE put some lotion on yo legs dawg. – (Twitter/X post) - Every time i forget to put lotion on my legs i think about that one photo of Kevin Durant's ashy ankles. – (Twitter/X post) - No way KD can be that Ashy!!!!! No way lol. OMG. – (Twitter/X post) - There's ashy and then there's Kevin Durant. – (Twitter/X post) - Kevin Durant know damn well that running down court with ashy legs is highly flammable. – (Twitter/X post) # Point of view - Customer 60% – The creator acts as a relatable, engaging figure explaining a viral internet phenomenon and offering a personal endorsement of the product as a solution. - External source 40% – Visuals and mentions of Kevin Durant, including his reaction to social media comments, as well as the tweets themselves, provide external context and validation of the problem. # Storyline - 00:00–00:05 The creator opens with a dramatic question, setting up a mystery around Kevin Durant and a 'crime' in basketball. - 00:05–00:09 The creator reveals the 'crime' – Kevin Durant's dry, 'ashy' legs – and how it impacted his career, highlighting the widespread public awareness of this issue. - 00:09–00:13 The creator reminds the audience of the viral image of KD's 'ashy legs,' emphasizing the severity of the problem with visual proof. - 00:13–00:19 The creator explains that KD has been ridiculed online for years about his dry skin, showcasing various social media comments to underscore the public's perception and the severity of the 'problem.' - 00:19–00:26 Kevin Durant is shown reading a specific tweet calling his legs 'highly flammable,' with his reaction conveying a mix of disbelief and acceptance of the online banter. - 00:26–00:34 The creator narrates how the dry skin issue escalated for KD when he moved to a dry climate, suggesting a point where he realized a change was needed. - 00:34–00:38 The creator dramatically reveals that KD was spotted with CeraVe Moisturizing Cream at the gym, presenting this as the pivotal 'change' he made. - 00:38–00:43 The creator emphasizes the significance of this discovery ('huge deal') and poses a rhetorical question about whether CeraVe could solve the 'skincident' in professional sports, building anticipation. - 00:43–00:52 The creator answers his own question, linking KD's use of CeraVe to his improved skin, humorously twisting the 'skipping leg day' trope from muscle building to moisturizing. - 00:52–00:59 The creator shows his own use of CeraVe at the gym, reinforcing the product's effectiveness and his personal endorsement, drawing a parallel with KD's transformation.

# Ad summary This ad features a content creator discussing her struggles with psoriasis flare-ups during the winter. She highlights the Cerave Gentle Hydrating Shampoo and Conditioner as effective solutions, praising their gentle and simple formula. She emphasizes how the product fits into her minimalist skincare routine, making it a seamless addition for those seeking effective yet gentle hair care. # Brand positioning CeraVe is presented as a skincare-focused brand that prioritizes gentle and effective solutions, particularly for sensitive skin concerns. The ad aligns CeraVe with a minimalist approach to beauty, suggesting that the brand's products offer simplicity without compromising on efficacy. By emphasizing its suitability for sensitive skin, CeraVe aims to occupy a space in the market for consumers who value gentle and reliable skincare products. The tone is practical and trustworthy, focusing on functional benefits and tangible results rather than emotional appeals or aspirational lifestyles. # Product The featured products are the CeraVe Gentle Hydrating Shampoo and Conditioner, formulated to be gentle on the scalp while providing essential hydration. They are presented as ideal for individuals with sensitive skin or conditions like psoriasis, which can be exacerbated during winter months. The products’ key selling point is their simple and gentle formulation, aligning with a minimalist skincare approach. The ad highlights that these products can provide a noticeable difference in scalp health, reducing flare-ups and maintaining moisture. These products help to address the purchase barrier of scalp sensitivity, offering a solution that is both effective and non-irritating. The ad tells the viewer that the shampoo and conditioner will result in a healthy, comfortable scalp. # Visual style The ad has a clean, UGC-style aesthetic, resembling a casual selfie video. The editing is minimal with static shots and smooth transitions. The production quality appears moderately polished, with a natural lighting and a simple background. The pacing is consistent, with a conversational rhythm that matches the speaker's tone. # Hooks Spoken: 00:00–00:03 Unfortunately, for me, winter means that the psoriasis in my scalp flares. Text overlay: 00:00–00:03 #CeraVePartner Visual: 00:00–00:01 The shot is a close-up, selfie-style view of a fair-skinned young woman with long brown hair and light eye color. She is wearing a white tank top with pink pinstripes, as well as delicate gold necklaces. She is centered and facing the camera while speaking in a room with white walls, door trim, and a light gray door in the background. The lighting is soft and natural. / 00:01–00:03 A picture-in-picture inset appears in the upper right corner showing a close-up of the woman's scalp with visible flakes of psoriasis. The woman in the primary shot widens her eyes and makes a surprised expression, emphasizing the severity of her psoriasis. She points up at the inset image with both index fingers. The background remains the same. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is experiencing psoriasis flare-ups on the scalp, particularly during the winter months. “Unfortunately, for me, winter means that the psoriasis in my scalp flares.” # Value propositions - A simple and gentle solution for scalp care that aligns with a minimalist skincare routine - Effective hydration for sensitive scalps # Benefits - Reduces psoriasis flare-ups - Maintains moisture - Suitable for sensitive skin # Features - Gentle formulation - Hydrating properties # Call to action None used. # Social proof - "The CeraVe Gentle Hydrating Shampoo and Conditioner have been my go-tos. I have honestly seen such a difference." – Female 1 (Creator) # Point of view - Customer 100% – The entire video is communicated from the first-person perspective of a customer sharing her experience and product preferences. # Storyline - 00:00–00:03 00:00–00:03 The creator addresses the camera, explaining that winter causes her psoriasis to flare up on her scalp. The intention is to immediately establish a relatable problem to draw in viewers who face similar issues. This comes from the creator's perspective, who speaks directly to the camera in a casual and conversational tone. This introduction quickly sets the stage for the ad's focus. - 00:03–00:07 00:03–00:07 She states that the winter months are the worst for her and then she mentions that she just got out of the shower after doing her whole hair routine. This builds on the initial problem by emphasizing its seasonal impact and framing the subsequent product demonstration as a direct response to that issue. This is from the creator's perspective, which is conveyed through her testimonial-style delivery and her direct address to the audience. - 00:07–00:12 00:07–00:12 The creator holds up the CeraVe Gentle Hydrating Shampoo and Conditioner, stating that she needs to show her audience the products that her scalp has been loving. She then says what the products are. This transitions from problem to solution, introducing the featured products as a direct remedy to the earlier issue of psoriasis flare-ups. This shift is from the creator's point of view, presented as a personal recommendation based on her own positive experience. - 00:12–00:15 00:12–00:15 The creator runs her fingers through her hair, revealing how she has seen such a difference since using the products. This reinforces the solution by providing visual evidence of the products' effectiveness, which underscores the creator's endorsement. This is viewed through the creator's testimonial, aiming to build trust and credibility with viewers. - 00:15–00:21 00:15–00:21 The creator states that when it comes to her skincare routine, she likes it very simple and she likes gentle cleansers, so why wouldn't she do the same for her scalp? This solidifies the fit by connecting the featured products to a broader lifestyle preference, reinforcing the message that CeraVe aligns with a minimalist skincare approach. The perspective is from a relatable, personal testimonial. This moment strengthens the brand's connection to simplicity and gentleness. - 00:21–00:25 00:21–00:25 The creator thanks CeraVe for partnering with her to introduce her to her scalp's new favorite routine. This formally acknowledges the partnership while reiterating the creator's endorsement of the products, concluding the narrative on a positive note. The perspective is from the creator, who shares her appreciation and final thoughts. This conclusion leaves the viewer with a clear message of product satisfaction and brand partnership.

# Ad summary A woman with a towel wrapped around her head applies Cerave Intensive Moisturising Cream to her body. She expresses satisfaction with the product's moisturizing properties, highlighting how soft and hydrated her skin feels. # Brand positioning Cerave is presented as a skincare brand offering intensive moisturization solutions. The ad positions Cerave Intensive Moisturising Cream as a game-changer for skin hydration and care, especially for individuals with sensitive skin. The brand is portrayed as delivering effective results, leaving the skin feeling soft and moisturized, which implies the brand aims to occupy a space in the consumer's mind as a trusted solution for dry and sensitive skin. The brand promotes values of care and quality. This ad appears to ignore category norms of high-end or luxury skincare brands, focusing instead on functional effectiveness and simplicity. # Product The Cerave Intensive Moisturising Cream is presented as a solution for skin hydration. The product is designed to provide moisture, particularly for individuals with sensitive skin. Key features include moisturizing for up to 72 hours, immediate relief from itching, protection from moisture loss, improved skin texture, and soft, smooth, and radiant skin from the first application. The product addresses the pain point of dry, sensitive skin by promising a soft and hydrated result. # Visual style The ad has a simple, clean aesthetic with a focus on showcasing the product and the user's experience. The editing style is straightforward, with static shots and minimal transitions. The production quality is good, giving it a polished feel, which aligns with the intended tone of personal care and skincare advice. The pacing is consistent, following a regular rhythm. # Hooks Spoken: 00:00–00:07 Νομίζω ότι αυτό που έχει αλλάξει το παιχνίδι για μένα ως προς την προστασία και ενυδάτωση του δέρματος, είναι η νέα Intensive Moisturising Cream από Cerave. Text overlay: 00:00–00:07 / 00:00–00:07 CERAVE INTENSIVE MOISTURISING CREAM / 00:00–00:07 ✨ / 00:00–00:07 • Ενυδάτωση έως και 72 ώρες, ακόμα και στο πολύ ξηρό δέρμα. / 00:00–00:07 • Άμεση ανακούφιση από κνησμό. / 00:00–00:07 • Προστασία από την απώλεια υγρασίας. / 00:00–00:07 • Βελτίωση υφής της επιδερμίδας. / 00:00–00:07 • Απαλό, λείο και λαμπερό δέρμα από την πρώτη εφαρμογή. Visual: 00:00–00:02 A woman with fair skin, possibly in her early 20s, wearing a white towel wrapped around her head and a light-colored tank top, holds a container of Cerave Intensive Moisturising Cream in front of her. She stands in what appears to be a brightly lit bathroom with a white wall in the background. The camera is stationary, showing a close-up of her face and upper body. She speaks directly to the camera. Overlay text lists the product's features. She opens the product. / 00:02–00:06 The same woman applies dabs of Cerave Intensive Moisturising Cream on her collarbone and left arm. She then begins rubbing it into her skin. / 00:06–00:07 The same woman continues rubbing the cream into her body, looking into the distance. # Funnel stage Consideration # Pain points The ad highlights that dry, sensitive skin can be uncomfortable and difficult to manage. The pain point is that as someone with sensitive skin, her skin wasn't soft or moisturized. # Value propositions - The Cerave Intensive Moisturising Cream provides intense moisturization, immediate relief from itching, protects from loss of moisture, and improves skin texture. # Benefits - The ad promises soft and moisturized skin # Features - Ενυδάτωση έως και 72 ώρες - Άμεση ανακούφιση από κνησμό - Προστασία από την απώλεια υγρασίας - Βελτίωση υφής της επιδερμίδας - Απαλό, λείο και λαμπερό δέρμα από την πρώτη εφαρμογή # Call to action None used. # Social proof - "Και πραγματικά ως άνθρωπος με αρκετά ευαίσθητο δέρμα, δεν έχω ξαναδεί ποτέ το δέρμα μου τόσο μαλακό και ενυδατωμένο." – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer sharing her positive experience and demonstrating how the product has improved her skin's softness and hydration. # Storyline - 00:00–00:07 The creator starts by expressing the game-changing impact of a product on skin protection and hydration. - 00:07–00:09 The creator identifies the product as Cerave Intensive Moisturizing Cream and begins to apply it to their body. - 00:09–00:12 The creator states that, as someone with sensitive skin, she has never seen her skin so soft and moisturized.

# Ad summary This ad promotes CeraVe Moisturizing Cream, highlighting its key ingredients and benefits. The ad emphasizes the cream's formulation with three essential ceramides and MVE technology, which helps to moisturize and restore the skin's protective barrier. The ad uses a combination of close-up product shots, ingredient visualizations, and text overlays to convey its message. # Brand positioning CeraVe is presented as a dermatologist-developed skincare brand focused on providing effective moisturizing solutions for dry to very dry skin. The brand emphasizes its use of essential ceramides and MVE technology to restore and maintain the skin's natural barrier. CeraVe positions itself as a science-backed brand, aligning with a functional approach to skincare that prioritizes skin health and hydration. The brand aims to occupy a space in the consumer's mind as a reliable and effective solution for those seeking to address dry skin concerns. # Product The featured product is CeraVe Moisturizing Cream, designed for dry to very dry skin. It is formulated with three essential ceramides and MVE (MultiVesicular Emulsion) technology, which ensures a controlled release of ingredients for long-lasting hydration. The cream aims to moisturize and help restore the skin's protective barrier. The product is presented as a solution for maintaining healthy skin by providing essential hydration and supporting the skin's natural barrier function. The ad highlights the unique technology and ingredients that make this cream effective for daily use. # Visual style The ad has a clean and clinical aesthetic, with a focus on product close-ups and animated visuals to highlight key ingredients. The editing style is smooth with static shots and transitions that emphasize the product and its benefits. The production quality is polished, giving a commercial feel that supports the brand's positioning as a science-backed skincare solution. The pacing is moderate, with cuts timed to voiceover lines. # Hooks Spoken: 00:00–00:05: Увлажняющий крем CeraVe содержит три необходимых церамида и создан с технологией MVE. (Moisturizing cream CeraVe contains three essential ceramides and is created with MVE technology.) Text overlay: 00:00–00:05: Увлажняющий крем CeraVe (Moisturizing Cream CeraVe) / 00:00–00:05: CeraVe Увлажняющий крем для лица и тела. (CeraVe Moisturizing cream for face and body.) Visual: 00:00–00:01: A close-up shot of a fair-skinned hand scooping CeraVe Moisturizing Cream from a white jar with blue labeling. The background is a blurred light blue. The camera is stationary, focusing on the product and its application. / 00:01–00:05: A close-up of the CeraVe Moisturizing Cream jar against a light blue background. The jar is white with blue text, clearly displaying the brand name and product description. The camera is stationary, providing a clear view of the product packaging. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that the pain point is dry skin and a compromised skin barrier, which can lead to discomfort and potential skin issues. # Value propositions - The cream contains three essential ceramides and MVE technology, which moisturizes and restores the skin's protective barrier. # Benefits - Moisturizes the skin - Restores the skin's protective barrier # Features - Contains three essential ceramides - Created with MVE technology # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the official voice of the brand, showcasing product features and benefits. # Storyline - 00:00–00:01 00:00–00:01: The ad begins by showcasing a hand applying CeraVe Moisturizing Cream. This is intended to immediately introduce the product and its use case. - 00:01–00:05 00:01–00:05: The ad transitions to a close-up of the CeraVe Moisturizing Cream jar, highlighting the brand name and product details. This shot aims to reinforce brand recognition and provide key information about the product's formulation and benefits. - 00:05–00:06 00:05–00:06: The ad uses an animated visual of blue spheres representing ceramides being released onto a textured surface. This visual is intended to illustrate the cream's key ingredient and its action on the skin.

# Ad summary This ad promotes CeraVe Moisturising Cream, highlighting its key ingredients and benefits for dry skin. The ad features close-up shots of the product and its texture, along with animated visuals of its ingredients. The voiceover emphasizes the cream's ability to moisturize and restore the skin barrier, making it an appealing solution for those with dry to very dry skin. # Brand positioning CeraVe is presented as a dermatologist-developed skincare brand focused on providing effective solutions for various skin concerns, particularly dry and sensitive skin. The brand emphasizes its use of essential ceramides and MVE technology to deliver long-lasting hydration and restore the skin's natural barrier. CeraVe positions itself as a science-backed, reliable option, aligning with a functional approach to skincare rather than emotional or lifestyle-based branding. The brand aims to occupy a space in the consumer's mind as a trusted and effective solution for maintaining healthy, moisturized skin. # Product CeraVe Moisturising Cream is a skincare product designed for dry to very dry skin. It contains three essential ceramides and hyaluronic acid to moisturize and help restore the skin's protective barrier. The cream utilizes MVE Technology for controlled release of ingredients, providing long-lasting hydration. It is presented as a solution to nourish, hydrate, and aid in restoring the skin's barrier, making it worth trying for those seeking relief from dryness and improved skin health. The ad highlights the cream's ability to provide essential hydration and support the skin's natural barrier function. # Visual style The ad features a clean and polished aesthetic with bright lighting and clear visuals. The editing style includes quick cuts and smooth transitions, enhancing the professional feel. The production quality is high, with a focus on showcasing the product and its key ingredients through animated visuals. The pacing is consistent, maintaining a steady rhythm throughout the ad. # Hooks Spoken: 00:00–00:05: დამატენიანებელი კრემი ცერავე შეიცავს სამ აუცილებელ ცერამიდს და შექმნილია MVE ტექნოლოგიით. Text overlay: 00:00–00:05: დამატენიანებელი კრემი CeraVe / 00:00–00:05: CeraVe დამატენიანებელი კრემი სახისა და ტანისთვის / 00:02–00:05: 3 აუცილებელი ცერამიდი / 00:02–00:05: ცერამიდები - კანის დამცავი ბარიერის საყრდველი / 00:02–00:05: შეიცავს 3 აუცილებელ ცერამიდს / 00:03–00:05: ცერამიდები + MVE / 00:03–00:05: ცერამიდები - კანის დამცავი ბარიერის საყრდველი / 00:03–00:05: ინგრედიენტების თანმიმდევრული გამოთავისუფლების უნიკალური MVE ტექნოლოგია* / 00:04–00:05: და შექმნილია MVE ტექნოლოგიით. Visual: 00:00–00:01: A fair-skinned hand holds a white jar of CeraVe Moisturising Cream against a bright blue background. The jar is prominently displayed, with the brand name and product details visible. The camera is stationary, focusing on the product. / 00:01–00:02: Close-up shot of the CeraVe Moisturising Cream jar being held by fair-skinned hands. The label is clearly visible, highlighting the product name and key ingredients. The background remains a solid blue color. The camera is stationary, maintaining focus on the product. / 00:02–00:05: Animated visuals of blue spheres falling against a white background. Text overlays highlight the inclusion of three essential ceramides and MVE technology. The camera moves dynamically to showcase the animated elements. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of dry to very dry skin, which requires effective moisturization and restoration of the skin's protective barrier. # Value propositions - The cream contains three essential ceramides and MVE Technology, which moisturizes and helps restore the skin's protective barrier. # Benefits - Moisturizes - Helps restore the skin's protective barrier # Features - Contains three essential ceramides - MVE Technology # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the official voice of the brand, showcasing product claims and features. # Storyline - 00:00–00:01 00:00–00:01: A hand presents a jar of CeraVe Moisturising Cream against a blue background. - 00:01–00:05 00:01–00:05: Animated visuals of blue spheres representing the cream's ingredients are shown, emphasizing the inclusion of three essential ceramides and MVE technology.

# Ad summary This ad showcases CeraVe moisturizing cream and lotion. It highlights the products' ability to intensely moisturize the skin for up to 48 hours and reduce skin dryness by up to 64%. # Brand positioning CeraVe is presented as a dermatologist-developed skincare brand focused on providing effective moisturization for the face and body. The brand emphasizes its products' ability to intensely hydrate the skin and reduce dryness. CeraVe aims to occupy a space in the consumer's mind as a reliable and effective solution for dry skin, aligning with a functional approach to skincare. The brand promotes simplicity and efficacy, ignoring the trend of overly complex or trendy skincare routines. # Product The ad features CeraVe moisturizing cream and lotion, both designed to provide intense hydration for the face and body. The products are formulated to moisturize the skin for up to 48 hours and reduce skin dryness by up to 64%. The moisturizing cream is packaged in a jar, while the lotion comes in a pump bottle. Both products are presented as solutions for those seeking effective and long-lasting moisturization, addressing the pain point of dry skin and promising a more comfortable and hydrated feel. # Visual style The ad has a clean and polished aesthetic with bright lighting and a focus on product visibility. The editing is smooth with simple transitions. The production quality is high, resembling a professional commercial. The pacing is moderate, with cuts timed to emphasize key product features and benefits. # Hooks Spoken: 00:00–00:04: CeraVe кремі теріні қарқынды ылғалдандыруға және жайлылық сезінуге арналған. Text overlay: 00:00–00:04: CeraVe кремі / 00:00–00:04: CeraVe бетке және денеге арналған ылғалдандыратын кремі. / 00:01–00:04: 48 САҒАТ / 00:01–00:04: ҚАРҚЫНДЫ ЫЛҒАЛДАНДЫРУҒА / 00:02–00:04: ТЕРІНІҢ ҚҰРҒАҚТЫҒЫ 64%-ҒА АЗЫРАҚ / 00:03–00:04: ЖӘНЕ ЖАЙЛЫЛЫҚ СЕЗІНУГЕ АРНАЛҒАН Visual: 00:00–00:01: Close-up shot of a light-skinned person's arm against a bright blue background. The person is applying a white cream to their arm. The camera is close and slightly blurred, focusing on the application of the cream. Text overlays appear on the arm. / 00:01–00:02: Closer shot of the arm as the cream is being applied. The background remains bright blue. Text overlays continue to appear on the arm, highlighting the product's benefits. / 00:02–00:03: The camera zooms out slightly, showing more of the person's arm and upper body. They are wearing a white top. The background remains bright blue. Text overlays continue to appear on the arm. / 00:03–00:04: The scene transitions to a studio shot of CeraVe moisturizing cream in a jar and CeraVe moisturizing lotion in a pump bottle against a solid blue background. The products are well-lit and centered in the frame. # Funnel stage Middle of funnel (Consideration) # Pain points Dry skin # Value propositions - Long-lasting moisturization for up to 48 hours - Clinically proven reduction in skin dryness # Benefits - Moisturizes the skin for up to 48 hours - Reduces skin dryness by up to 64% - Provides a comfortable and hydrated feel # Features - Intense moisturization - Reduces skin dryness # Call to action None used. # Social proof - ТЕРІНІҢ ҚҰРҒАҚТЫҒЫ 64%-ҒА АЗЫРАҚ (Clinical trial result) # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, showcasing the product and its benefits. # Storyline - 00:00–00:04 00:00–00:04: The ad opens with a close-up of a person applying cream to their arm, followed by text highlighting the product's moisturizing benefits and clinical trial results. This aims to immediately capture attention by showcasing the product in action and emphasizing its effectiveness. The perspective is from the brand, presenting the product's key features and benefits. - 00:04–00:05 00:04–00:05: The scene transitions to a shot of the CeraVe moisturizing cream and lotion bottles against a blue background, followed by the CeraVe logo. This reinforces brand recognition and visually presents the products being advertised. The perspective is from the brand, showcasing its product range and branding.

# Ad summary This ad showcases CeraVe Moisturising Cream, highlighting its key ingredients and benefits for dry skin. The ad uses a combination of close-up product shots, ingredient visualizations, and text overlays to emphasize the cream's moisturizing properties and MVE technology. # Brand positioning CeraVe is presented as a dermatologist-developed skincare brand focused on providing effective solutions for dry to very dry skin. The brand emphasizes its use of essential ceramides and hyaluronic acid to moisturize and restore the skin's natural barrier. CeraVe positions itself as a science-backed brand, utilizing advanced MVE technology for controlled release of ingredients. The brand aims to occupy a space in the consumer's mind as a reliable and effective option for those seeking dermatologist-approved skincare solutions. # Product CeraVe Moisturising Cream is a skincare product designed for dry to very dry skin. It is formulated with three essential ceramides and hyaluronic acid to moisturize and help restore the skin's protective barrier. The cream utilizes MVE (MultiVesicular Emulsion) technology for controlled release of ingredients, providing long-lasting hydration. The product is presented as a solution for individuals seeking to nourish, protect, and moisturize their face and body. The ad highlights the cream's ability to provide essential hydration and support the skin's natural barrier function. # Visual style The ad features a clean and modern aesthetic with a focus on product visibility and scientific visualization. The editing style is smooth, with transitions between product shots and animated sequences. The production quality is polished, with bright lighting and clear visuals. The pacing is moderate, allowing viewers to absorb the information presented. # Hooks Spoken: 00:00–00:05 CeraVe ылғалдандыратын кремінің құрамында 3 қажетті церамидтер бар және MVE технологиясымен жасалған. (CeraVe moisturizing cream contains 3 essential ceramides and is made with MVE technology.) Text overlay: 00:00–00:01 CeraVe ылғалдандыратын кремі (CeraVe moisturizing cream) / 00:01–00:05 3 ҚАЖЕТТІ ЦЕРАМИДТЕР (3 Essential Ceramides) / 00:01–00:05 ЦЕРАМИДТЕР – ТЕРІНІҢ ҚОРҒАНЫСТЫҚ ТОСҚАУЫЛЫНЫҢ НЕГІЗІ (Ceramides - The basis of the skin's protective barrier) / 00:01–00:05 Құрамында 3 қажетті церамидтер бар (Contains 3 essential ceramides) / 00:01–00:05 ЦЕРАМИДТЕР + MVE (Ceramides + MVE) / 00:01–00:05 ИНГРЕДИЕНТТЕРДІ РЕТІМЕН БОСАТУДЫҢ MVE БІРЕГЕЙ ТЕХНОЛОГИЯСЫ (MVE Unique Technology for the gradual release of ingredients) / 00:01–00:05 және MVE технологиясымен жасалған (and made with MVE technology) Visual: 00:00–00:01 Close-up shot of a hand holding a white jar of CeraVe Moisturising Cream against a blurred blue background. The jar is centered in the frame, with the brand name and product details visible. The lighting is bright and even, highlighting the product's packaging. / 00:01–00:05 Abstract animation of blue spheres and capsule-shaped elements moving against a white background. Text overlays highlight the key ingredients, such as ceramides and MVE technology. The animation is dynamic and visually engaging, emphasizing the scientific aspect of the product. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of dry to very dry skin, which requires effective moisturization and restoration of the skin's protective barrier. # Value propositions - CeraVe moisturizing cream contains 3 essential ceramides and is made with MVE technology # Benefits - Moisturizes skin - Helps restore skin's protective barrier - Gradual release of ingredients # Features - Contains 3 essential ceramides - MVE technology # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing the product and its benefits through visuals and voiceover. # Storyline - 00:00–00:01 00:00–00:01 The ad begins with a close-up of a hand holding a jar of CeraVe Moisturising Cream. The focus is on introducing the product and highlighting its packaging. - 00:01–00:05 00:01–00:05 The ad transitions to a visual representation of the cream's key ingredients, including ceramides and MVE technology. This segment aims to educate viewers about the science behind the product and its unique formulation.

# Ad summary This ad promotes CeraVe Moisturizing Cream. It highlights the cream's key ingredients, including three essential ceramides and MVE technology, emphasizing its ability to moisturize and protect the skin barrier. # Brand positioning CeraVe is presented as a dermatologist-developed skincare brand focused on providing effective moisturizing solutions. The brand emphasizes its use of essential ceramides and MVE technology to restore and maintain the skin's natural barrier. CeraVe positions itself as a science-backed brand, aligning with a functional approach to skincare that prioritizes skin health and hydration. The brand aims to occupy a space in the consumer's mind as a reliable and effective solution for dry to very dry skin, pushing against the norm of purely cosmetic or superficial skincare by focusing on the underlying health of the skin. # Product CeraVe Moisturizing Cream is a skincare product designed for dry to very dry skin. It contains three essential ceramides and MVE technology, which work together to moisturize and help restore the skin's protective barrier. The cream is suitable for both the face and body. The ad highlights the unique MVE technology, which ensures a controlled release of ingredients for long-lasting hydration. The product aims to address the purchase barrier of ineffective moisturizers by providing a scientifically formulated solution that supports the skin's natural barrier function. # Visual style The ad has a clean and clinical aesthetic, with a focus on product close-ups and scientific visualizations. The editing style is smooth with transitions between product shots and animated sequences. The production quality is polished, giving a commercial feel. The pacing is moderate, with cuts timed to highlight key ingredients and benefits. # Hooks Spoken: 00:00–00:05: Female: Nəmləndirici Cerave krema tərkibində üç xol kərəkli seramid bolib, u MVE texnologiyası əsasida yaratilgan. Text overlay: 00:00–00:05: CeraVe Nəmləndirici Krem / 00:00–00:01: Cerave üz və bədən üçün nəmləndirici krem. / 00:01–00:05: 3 ƏSAS KERAMİD / 00:01–00:05: KERAMİDLƏR + MVE / 00:01–00:05: KERAMİDLƏR DƏRİNİN QORUYUCU SƏDDİNİN ƏSASIDIR / 00:01–00:05: UNİKAL TEXNOLOGİYA* TƏRKİBLƏRİN ARDICIL BURAXILMASI / 00:01–00:05: və MVE texnologiyası ilə hazırlanmışdır / 00:01–00:05: Cerave məhsulları arasında unikal* MVE - Multivezıkulyar Emulsiya Visual: 00:00–00:01: A hand presents a white jar of CeraVe Moisturizing Cream against a blurred blue background. The jar has a blue label with the brand name and product details. The camera is stationary, focusing on the product. Text overlay: "CeraVe Nəmləndirici Krem". / 00:01–00:05: An animated sequence shows blue spheres and abstract shapes representing the cream's ingredients and MVE technology. The background is a light blue gradient. Text overlays: "3 ƏSAS KERAMİD", "KERAMİDLƏR + MVE", and descriptive text about the technology. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of using ineffective moisturizers that do not provide long-lasting hydration or support the skin's natural barrier. # Value propositions - Unique MVE technology ensures a controlled release of ingredients for long-lasting hydration. # Benefits - Moisturizes skin - Helps restore the skin's protective barrier # Features - Three essential ceramides - MVE technology # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the official voice of the brand, showcasing product features and benefits. # Storyline - 00:00–00:01 00:00–00:01: The ad begins by showcasing the CeraVe Moisturizing Cream product. The intention is to immediately introduce the product being advertised. - 00:01–00:05 00:01–00:05: The ad transitions to a visual representation of the cream's key ingredients, specifically highlighting the three essential ceramides and MVE technology. This is done to educate the viewer about the science behind the product and its unique formulation.

# Ad summary This ad promotes CeraVe moisturizing cream and lotion. It highlights the products' ability to provide 48 hours of intensive skin hydration and reduce skin dryness by 64%, emphasizing comfort. The ad features close-up shots of skin being moisturized and product displays against a blue background, ending with the CeraVe logo. # Brand positioning CeraVe is presented as a dermatologist-developed brand focused on providing intensive and long-lasting skin hydration. The brand emphasizes functional benefits such as reducing skin dryness and providing comfort. CeraVe positions itself as a reliable and effective solution for skin moisturization, aligning with a functional approach rather than emotional appeals. The brand appears to ignore category norms around aspirational beauty, focusing instead on clinical results. # Product The ad features CeraVe Moisturizing Cream and Moisturizing Lotion, both designed for face and body. The products promise 48 hours of intensive skin hydration and a 64% reduction in skin dryness. The cream is packaged in a jar, while the lotion comes in a pump bottle. Both products are presented as solutions for achieving comfortable and well-hydrated skin. The ad addresses the pain point of dry skin by offering these products as a means to achieve lasting moisture and reduce dryness. # Visual style The ad has a clean and clinical aesthetic with a focus on product demonstration and clear messaging. The editing style is smooth with static shots. The production quality is polished, resembling a commercial. The pacing is moderate, with cuts timed to voiceover lines. # Hooks Spoken: 00:00–00:04: Female: Крем CeraVe для интенсивного увлажнения кожи и ощущения комфорта. Text overlay: 00:00–00:05: Крем CeraVe / 00:00–00:04: CeraVe Увлажняющий крем для лица и тела. / 00:01–00:03: 48 ЧАСОВ ИНТЕНСИВНОГО УВЛАЖНЕНИЯ / 00:01–00:03: для интенсивного увлажнения кожи / 00:02–00:03: НА 64% МЕНЬШЕ СУХОСТИ КОЖИ / 00:03–00:04: и ощущения комфорта. Visual: 00:00–00:02: Close-up shot of a fair-skinned arm as a hand applies white cream. The background is a blurred light blue. Text overlays appear on the skin. / 00:02–00:03: A fair-skinned woman in a white top applies cream to her arm and torso. The background remains light blue, and text overlays continue to appear. / 00:03–00:04: The CeraVe Moisturizing Cream (in a jar) and Moisturizing Lotion (in a pump bottle) are displayed side by side against a light blue background. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the problem of dry skin, which can cause discomfort and require frequent moisturizing. # Value propositions - Long-lasting hydration for up to 48 hours - Significant reduction in skin dryness by 64% - Provides a feeling of comfort to the skin # Benefits - Intensive skin hydration - Reduced skin dryness - Feeling of comfort # Features - 48 hours of intensive hydration - 64% less skin dryness # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing product benefits and features. # Storyline - 00:00–00:02 The ad begins with a close-up of a hand applying cream to the skin. - 00:00–00:02 Text overlays appear, highlighting the product's benefits, such as 48 hours of intensive hydration. - 00:02–00:03 The scene transitions to show the cream being applied to a woman's arm and torso. - 00:02–00:03 More text overlays emphasize the reduction of skin dryness by 64% and the feeling of comfort. - 00:03–00:04 The ad showcases the CeraVe Moisturizing Cream and Lotion side by side. - 00:04–00:05 The CeraVe logo is displayed, reinforcing brand recognition.

# Ad summary This ad promotes CeraVe moisturizing cream and lotion. The ad features close-up shots of skin and product packaging, highlighting the moisturizing benefits of the products. # Brand positioning CeraVe is presented as a brand focused on providing intense moisturization and comfort for the skin. The brand emphasizes its moisturizing cream and lotion, positioning itself as a solution for dry skin. The ad highlights the products' ability to provide long-lasting hydration, with claims of up to 48 hours of intense moisturization. CeraVe aims to occupy a space in the consumer's mind as a reliable and effective brand for addressing dry skin concerns. # Product The ad features CeraVe's moisturizing cream and lotion, both designed to provide intense moisturization for the skin. The products are presented as solutions for dry skin, offering up to 48 hours of hydration. The moisturizing cream is packaged in a jar, while the lotion comes in a pump bottle. Both products are highlighted for their ability to reduce skin dryness by up to 64%. The ad emphasizes the moisturizing and soothing benefits of CeraVe products, positioning them as essential for maintaining healthy and hydrated skin. # Visual style The ad features a clean and minimalist aesthetic with a focus on close-up shots of skin and product packaging. The editing style is smooth with simple transitions. The production quality is polished, giving it a commercial feel. The pacing is consistent, with cuts timed to the music beats. # Hooks Spoken: 00:01–00:04: CeraVe krema intensiv nəmləş və qolaylıqni hiss qılış üçün. Text overlay: 00:01–00:02: 48 SAAT İNTENSİV NƏMLƏNDİRİCİ / 00:02–00:03: 64% AZ QURU DƏRİ / 00:00–00:05: CeraVe uz və bədən üçün nəmləndirici krem. CeraVe uz və bədən üçün nəmləndirici losyon. Visual: 00:01–00:02: Close-up shot of skin. Text overlay: "48 SAAT İNTENSİV NƏMLƏNDİRİCİ" (48 Hours Intense Hydration). / 00:02–00:03: Close-up shot of skin. Text overlay: "64% AZ QURU DƏRİ" (64% Less Dry Skin). # Funnel stage Middle of funnel (Consideration) # Pain points Dry skin is the central frustration the product is solving. The ad visually demonstrates dry skin and highlights the product's ability to reduce dryness by up to 64%. # Value propositions - Intense moisturization for up to 48 hours - Reduces skin dryness by up to 64% # Benefits - Provides intense moisturization - Offers up to 48 hours of hydration - Reduces skin dryness by up to 64% # Features - Intense moisturization - 48 hours of hydration - Reduces skin dryness # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing the product and its benefits. # Storyline - 00:00–00:01 The ad begins with a close-up shot of skin, emphasizing the need for moisturization. - 00:01–00:02 Text overlays highlight the product's ability to provide 48 hours of intense moisturization. - 00:02–00:03 The ad showcases the product's effectiveness in reducing skin dryness by up to 64%. - 00:03–00:04 The ad transitions to display the CeraVe moisturizing cream and lotion packaging. - 00:04–00:05 The ad concludes with the CeraVe logo and a tagline emphasizing the products' moisturizing benefits for the face and body.

# Ad summary This ad for CeraVe Baby Healing Ointment highlights its use of ceramides and formula free of fragrance and lanolin for protecting, soothing, and restoring baby's delicate skin barrier. It emphasizes the product's status as the #1 dermatologist and pediatrician-recommended skincare brand. # Brand positioning CeraVe is presented as a brand dedicated to developing skincare products for babies, emphasizing gentle and effective formulations. The brand is positioned as a trusted choice by dermatologists and pediatricians, assuring parents of its reliability and safety for their children's delicate skin. The ad aligns CeraVe with values of expert-backed skincare, promoting the importance of a healthy skin barrier and avoiding potential irritants like fragrance and lanolin. # Product CeraVe Baby Healing Ointment is a petrolatum skin protectant designed to help treat and prevent diaper rash while restoring the skin barrier. Its key features include containing 3 essential ceramides and vitamin E. The ointment is developed with pediatric dermatologists and is free of lanolin, fragrance, and dyes to avoid irritation. The ad targets parents concerned about their baby's skin health, especially those looking for products that protect, soothe, and restore the skin barrier. It addresses the purchase barrier of potential skin irritation by highlighting the product's gentle, fragrance-free, and lanolin-free formula, and its status as the number one dermatologist and pediatrician recommended brand. # Visual style The ad uses a clean, minimalist aesthetic with clear, legible text and bright, even lighting to convey trust and reliability. The editing is simple and emphasizes the key benefits and ingredients of the product. The textures used throughout the ad are subtle and suggest softness and comfort, which is on brand for baby products. The pacing is moderate with static shots and clear transitions. # Hooks Text overlay: 00:00–00:03 HELP / 00:00–00:03 PROTECT / 00:00–00:03 AGAINST / 00:00–00:03 DIAPER RASH / 00:00–00:03 BEFORE IT / 00:00–00:03 STARTS Visual: 00:00–00:03 The shot is split diagonally with text on the left and a baby being held by an adult on the right. The baby is looking at the camera with a soft expression. The text reads "HELP PROTECT AGAINST DIAPER RASH BEFORE IT STARTS." # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the concern about diaper rash and skin irritation in babies, which causes discomfort and distress for both the baby and the parents. # Value propositions - The ointment is fragrance-free and lanolin-free, avoiding potential irritants. - Contains ceramides and vitamin E, beneficial ingredients for the skin - The ointment protects, soothes, and restores the baby’s skin barrier. # Benefits - Helps treat and prevent diaper rash - Supports a healthy skin barrier - Avoid irritation - Protects, soothes, and restores baby's delicate skin barrier # Features - Contains Ceramides 1, 3, & 6-II - Fragrance-free - Lanolin-free - Dye-free - Vitamin E # Call to action None used. # Social proof - CeraVe is the #1 dermatologist and pediatrician recommended skincare brand. # Point of view - Brand 100% – The entire ad is a presentation of product information, benefits, and features by the brand, using visual and textual elements to convey its message. # Storyline - 00:00–00:03 The ad begins by focusing on the importance of protecting babies from diaper rash. - 00:04–00:07 The ad transitions to detailing the specific ingredients that contribute to a healthy skin barrier, specifically ceramides 1, 3, and 6-II. - 00:08–00:11 The ad continues by highlighting the fact that the product is fragrance- and lanolin-free. - 00:12–00:14 The ad summarizes the product benefits: to protect, soothe, and restore baby's delicate skin barrier. - 00:12–00:14 The ad ends by touting CeraVe as the #1 dermatologist and pediatrician recommended skincare brand.

# Ad summary This ad promotes CeraVe moisturizing cream and lotion. The ad features a woman applying the cream to her body, highlighting its ability to provide intense hydration and reduce skin dryness. The ad emphasizes the comfort and benefits of using CeraVe products. # Brand positioning CeraVe is presented as a dermatologist-developed brand focused on providing effective skincare solutions for dry to very dry skin. The brand emphasizes intense hydration and comfort, positioning itself as a reliable choice for those seeking to improve their skin's moisture levels. CeraVe aligns with a functional approach, focusing on the performance and benefits of its products rather than emotional appeals or lifestyle associations. The brand aims to occupy a space in the consumer's mind as a trusted and effective solution for skin hydration, ignoring category norms that focus on luxury or aesthetic appeal. # Product The ad features CeraVe Moisturising Cream and Moisturising Lotion, both designed for dry to very dry skin. These products provide intense hydration for up to 48 hours and reduce skin dryness by 64%. The cream and lotion are formulated to provide comfort and improve the skin's moisture barrier. The products are presented as solutions for those seeking relief from dry skin, emphasizing their ability to deliver long-lasting hydration and improve overall skin comfort. The ad highlights the effectiveness of CeraVe products in addressing the discomfort associated with dry skin. # Visual style The ad has a UGC feel with shaky camera work and close-up shots, giving it an authentic and relatable vibe. The editing is simple with quick cuts between shots. The production quality is decent, balancing a homemade feel with clear product visuals. The pacing is moderate, with cuts timed to the voiceover. # Hooks Spoken: 00:00–00:05: კრემი ცერავეკანის ინტენსიური დატენიანებისა და კომფორტის შეგრძნებისთვის. Text overlay: 00:00–00:05: დამატენიანებელი კრემი CeraVe / 00:00–00:05: CeraVe დამატენიანებელი კრემი სახისა და ტანისთვის. / 00:01–00:02: ინტენსიური დატენიანება / 00:01–00:03: კანის ინტენსიური დატენიანებისთვის / 00:02–00:03: 48 საათის განმავლობაში / 00:02–00:04: და კომფორტის შეგრძნებისთვის. / 00:02–00:04: 64%-ით ნაკლები კანის სიმშრალე Visual: 00:00–00:01: Close-up shot of a fair-skinned woman's arm opening a white jar against a bright blue background. The camera is slightly shaky, and the focus is on the jar and the woman's hand. Text overlays in Georgian appear on the screen. / 00:01–00:02: Close-up shot of the woman's arm as she applies cream. The camera is shaky, and the focus is on the skin and the cream being applied. Text overlays in Georgian appear on the screen. / 00:02–00:03: The woman continues to apply the cream to her arm. The camera is shaky, and the focus is on the skin and the cream. Text overlays in Georgian appear on the screen. / 00:03–00:04: Product shot of CeraVe Moisturising Cream and Lotion against a solid blue background. The products are prominently displayed, with clear labels and packaging. The lighting is bright and even. / 00:04–00:05: The CeraVe logo appears against a blue background. The logo is clean and modern, with a white font and a blue square accent. # Funnel stage Consideration # Pain points The ad addresses the pain point of dry skin, which can cause discomfort and irritation. # Value propositions - Intense hydration for up to 48 hours - 64% less skin dryness # Benefits - Provides comfort - Improves skin's moisture levels # Features - Intense hydration - Reduces skin dryness # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is from the perspective of a customer using and showcasing the product. # Storyline - 00:00–00:01 The ad begins with a close-up of a woman's arm as she opens a jar of CeraVe cream. - 00:01–00:02 Text overlays appear, highlighting the cream's moisturizing properties. - 00:02–00:03 The woman applies the cream to her arm, emphasizing its hydrating effects. - 00:03–00:04 The ad showcases the CeraVe Moisturising Cream and Lotion against a blue background. - 00:04–00:05 The CeraVe logo is displayed, reinforcing brand recognition.

# Ad summary A female broadway performer shares that skin problems happen at the worst times. She shares that she has partnered with CeraVe and uses their moisturizing cream every day. She shares that it gives up to 48 hours of moisture, supports her skin barrier, and is fragrance-free and gentle, even on sensitive skin. She shares it's one less thing to think about before going on stage. She shares she knows her skin feels and looks moisturized from the up to the mezanine to front row. # Brand positioning CeraVe is presented as a skincare brand focused on providing gentle and effective solutions for everyday skin needs. The brand positions itself as a reliable partner for individuals seeking simple yet powerful skincare that doesn't interfere with their active lifestyles. CeraVe focuses on simplicity and function by offering fragrance-free moisturizing cream that provides up to 48-hour moisture, support the skin barrier, and is gentle enough for sensitive skin. This is a straightforward and effective product that fits seamlessly into daily routines. # Product CeraVe Moisturizing Cream is a skincare product designed to provide long-lasting hydration and support the skin's natural barrier. This cream is formulated to be fragrance-free and gentle, making it suitable for everyday use, even on sensitive skin. The cream promises to keep skin hydrated for up to 48 hours, ensuring it feels and looks moisturized. The product is aimed at individuals who want a reliable moisturizer that integrates seamlessly into their daily routine, providing essential hydration without causing irritation. # Visual style The ad uses a clean, bright aesthetic. The bathroom setting is well-lit and modern, which contributes to the overall polished feel. Quick cuts are used to transition between the dancing scene and the bathroom scene, adding energy to the ad. The editing and visuals, along with the creator appearance, give the ad a hybrid feel, appearing as though it could be UGC while still polished for a commercial. # Hooks Spoken: Female 1: Skin incidents always happen at the worst time. Text overlay: #CeraVePartner Visual: 00:00–00:02 The shot faces a woman with long red hair in braids standing in a modern, clean bathroom. She is wearing a blue workout set with a bra top and high waisted pants. Her arms are raised adjusting her braids. Reflected in the mirror behind her is a glass shower. A white tub of CeraVe cream sits to her side on the bathroom counter. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of experiencing skin issues, specifically dry skin, at inconvenient times, such as during a performance. # Value propositions - 48-hour moisture so that skin feels and looks moisturized - Formula is fragrance-free and gentle so it is safe for everyday use even on sensitive skin. # Benefits - Safe for everyday use - Safe even on sensitive skin - One less thing to think about before I go on - My skin feels and looks moisturized # Features - Up to 48-hour moisture - Supports my skin barrier - Fragrance-free - Gentle # Call to action None used. # Social proof - “I use CeraVe's moisturizing cream every single day. It's keeping my skin hydrated” – Female 1 (Creator) # Point of view - Customer 100% – The entire ad is presented from the perspective of a broadway performer/customer of the brand. # Storyline - 00:00–00:02 A woman with braided red hair faces a bathroom mirror, tying off the ends of her braids. She speaks about how skin incidents always happen at the worst time, like when she is dancing. - 00:02–00:07 00:02–00:07 The ad cuts to the same woman performing a dance routine on stage in front of an audience. She talks about when she is performing on Broadway and her costume lifts. - 00:07–00:11 00:07–00:11 Back in the bathroom, the woman explains that she starts thinking about her dry skin instead of performing. - 00:11–00:16 00:11–00:16 She holds up a white tub of CeraVe Moisturizing Cream, sharing that she has partnered with CeraVe. She mentions that she uses it every single day to keep her skin hydrated. - 00:17–00:26 00:17–00:26 She continues by sharing that it gives up to 48 hours of moisture, supports her skin barrier, and it is fragrance-free and gentle, so it is safe for everyday use, even on sensitive skin like hers. She adds that it’s one less thing to think about before she goes on. - 00:26–00:34 00:26–00:34 She concludes the ad by saying with CeraVe, she knows her skin feels and looks moisturized all the way from up to the mezzanine to front row, baby. The woman gestures toward the bottom of the screen with one hand, then points up with the other, indicating different levels of the theater.

# Ad summary This ad for CeraVe features three different products that help with the first signs of aging. The ad features three hands holding the products. # Brand positioning CeraVe is presented as a skincare brand focused on addressing the early signs of aging. The brand is positioned as a solution for those seeking to maintain youthful skin. The ad emphasizes the brand's commitment to providing products that target the specific needs of aging skin, suggesting a functional approach to skincare. # Product The ad features three CeraVe products designed to combat the first signs of aging. The first product is a CeraVe eye cream in a white tube with a purple accent. The second product is a CeraVe serum in a white bottle with a purple accent. The third product is a CeraVe cream in a white jar with a purple accent. Each product is held by a different hand, showcasing the range of solutions offered by CeraVe for early aging concerns. The ad aims to highlight the brand's comprehensive approach to skincare, providing options for various needs and preferences. # Visual style The ad has a clean and clinical aesthetic, with a white background and clear product shots. The lighting is bright and even, highlighting the products' packaging and details. The overall style is simple and direct, focusing on the products themselves and their branding. # Hooks Headline: PER I PRIMI SEGNI DELL'ETÀ # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the concern of the first signs of aging, targeting individuals who are beginning to notice and worry about the effects of aging on their skin. The phrase "PER I PRIMI SEGNI DELL'ETÀ" directly acknowledges this concern. # Value propositions - Comprehensive skincare solutions for early aging concerns # Benefits - Addresses the first signs of aging # Features - Eye cream - Serum - Cream # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is presenting its products as solutions for the first signs of aging. # Storyline - The ad opens with a focus on the phrase "PER I PRIMI SEGNI DELL'ETÀ", which translates to "For the first signs of aging." This is intended to immediately capture the attention of viewers concerned about aging skin, setting the stage for the products being advertised. The brand is telling the story. - The ad then transitions to showcasing three different CeraVe products, each held by a different hand. This is intended to highlight the variety of solutions offered by the brand for addressing early signs of aging. The brand is telling the story.

# Ad summary This ad showcases CeraVe's Skin Renewing Siero con Vitamina C. The ad asks why ceramides are essential and features a product shot next to a smear of the product. # Brand positioning CeraVe is presented as a skincare brand that develops its products with dermatologists. The brand emphasizes the use of essential ceramides in its formulations, positioning itself as a science-backed solution for skin health. The brand aims to occupy a space in the consumer's mind as a reliable and effective option for skincare needs, particularly for those seeking dermatologist-approved products. # Product The featured product is CeraVe's Skin Renewing Siero con Vitamina C, a skin-renewing serum with Vitamin C. The product is designed to improve skin health. The serum contains 3 essential ceramides. The ad highlights the product's formulation with dermatologists, suggesting a scientifically backed approach to skincare. The serum is presented as a solution for those seeking to improve their skin's appearance and overall health. # Visual style The ad has a clean and minimalist visual style. The product is well-lit and the colors are vibrant. The composition is simple and balanced, with the product and text clearly visible against the white background. The overall effect is modern and professional. # Hooks Headline: PERCHÉ LE CERAMIDI SONO ESSENZIALI? # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that the viewer may not know why ceramides are essential for skin health, suggesting a lack of knowledge or understanding of this key ingredient. # Value propositions - Skin Renewing Siero con Vitamina C # Benefits - Skin Renewing # Features - 3 essential ceramides - Vitamina C # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the product and its benefits. # Storyline - The ad opens with a question, "PERCHÉ LE CERAMIDI SONO ESSENZIALI?" (Why are ceramides essential?). This is intended to grab the viewer's attention and introduce the topic of ceramides in skincare from the brand's perspective. - The ad then presents the CeraVe Skin Renewing Siero con Vitamina C, highlighting that it contains 3 essential ceramides. This is intended to position the product as a solution to the question posed earlier, from the brand's perspective. - The ad includes a smear of the product, visually demonstrating its texture and consistency. This is intended to provide a sensory element and showcase the product's quality, from the brand's perspective.

# Ad summary This ad showcases four Cerave products and their benefits. The ad uses the words Detergi, Illumina, Riduci le borse, and Proteggi to describe the benefits of each product. # Brand positioning Cerave is presented as a skincare brand that offers a range of products designed to address various skin concerns. The brand is positioned as a solution for individuals seeking effective skincare solutions. The brand's products are designed to cleanse, hydrate, and protect the skin. Cerave aims to occupy a space in the consumer's mind as a reliable and effective skincare brand that caters to different skin needs. The brand aligns with values of simplicity and functionality, focusing on delivering results through its products. Cerave follows category norms by offering a range of skincare products, but it differentiates itself by focusing on specific skin concerns and providing targeted solutions. # Product The ad features four Cerave products. The first product is a large white bottle with a green pump, labeled "Detergente Idratante Per Pelli da Normali a Secche," which translates to a hydrating cleanser for normal to dry skin. The second product is a small white tube with a purple cap and accents, identified as "Skin Renewing Eye Cream," designed to reduce the appearance of bags under the eyes. The third product is a taller white tube with a purple cap and accents, labeled "Siero con Vitamina C," which translates to a serum with Vitamin C, intended to brighten the skin. The fourth product is a white pump bottle labeled "Crema Viso Idratante," which translates to a hydrating face cream, designed to protect the skin. Each product is presented as a solution to a specific skincare need, such as cleansing, hydrating, reducing eye bags, brightening, and protecting the skin. The ad aims to convince viewers that these products are worth trying or buying by highlighting their specific benefits and targeted solutions. # Visual style The ad has a clean and minimalist visual aesthetic, with a focus on showcasing the product packaging. The production quality is high, with studio-shot lighting and a clean background. The visual motif is a simple product lineup on a shelf. The image treatment includes bright, even lighting and background removal. The typography is clean and legible. The style is native to the platform, with a focus on scannability and stop power in the feed. # Hooks Headline: None used # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of needing a skincare routine that targets specific concerns such as dryness, eye bags, dullness, and lack of protection. The ad shows products that address these concerns. # Value propositions - Hydrating cleanser for normal to dry skin - Skin Renewing Eye Cream to reduce eye bags - Vitamin C serum to brighten skin - Hydrating face cream to protect skin # Benefits - Detergi - Riduci le borse - Illumina - Proteggi # Features - Detergente Idratante Per Pelli da Normali a Secche - Skin Renewing Eye Cream - Siero con Vitamina C - Crema Viso Idratante # Call to action None used. # Social proof - None used. # Point of view - Brand: The POV is consistent throughout the image, with the brand showcasing its product range and highlighting the benefits of each product. # Storyline - The ad showcases four Cerave products lined up on a shelf. This is included to introduce the range of products available and their packaging. The audience is experiencing this from the brand's perspective, highlighting the variety of skincare solutions offered. - Each product is paired with a word describing its benefit: "Detergi" (cleanse), "Riduci le borse" (reduce eye bags), "Illumina" (brighten), and "Proteggi" (protect). This is included to quickly communicate the function of each product. The audience is experiencing this from the brand's perspective, emphasizing the targeted solutions provided by each product.

# Ad summary This ad for Cerave features a close-up of their Vitamin C serum tube against a white background with orange and purple accents. The text highlights the 10% Vitamin C concentration and promises brighter skin. # Brand positioning Cerave is presented as a skincare brand developed with dermatologists, emphasizing its scientific backing and expertise. The brand focuses on providing effective skincare solutions, as highlighted by the mention of dermatologists. The brand aims to occupy a space in the consumer's mind as a reliable and scientifically-backed skincare option. The brand aligns with a functional approach, focusing on the efficacy and dermatological development of its products. The brand seems to ignore the norms of luxury or aspirational beauty, instead focusing on clinical effectiveness and dermatologist involvement. # Product The product featured is Cerave's Vitamin C serum, presented in a white and purple tube. The ad highlights that the serum contains 10% Vitamin C, which is a key selling point. The product is designed to promote brighter skin. The ad focuses on the functional aspect of the product, emphasizing its Vitamin C content and the resulting benefit of brighter skin. The product is for anyone looking to improve their skin's luminosity. # Visual style The ad has a clean and minimalist visual style. The production quality appears to be studio-shot with bright, even lighting. The color palette is limited to white, purple, and orange, creating a cohesive and modern look. The typography is simple and legible. The overall style is designed to be scannable and attention-grabbing in a social media feed. # Hooks Headline: 10% VITAMINA C # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that the viewer may have dull skin and is looking for a solution to brighten it. # Value propositions - 10% Vitamin C for brighter skin # Benefits - PER UNA PELLE PIÙ LUMINOSA # Features - 10% VITAMINA C # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is from the brand's perspective, showcasing the product and its benefits. # Storyline - The ad opens with a focus on the product and its key ingredient, 10% Vitamin C, to immediately highlight the serum's main selling point. This is told from the brand's perspective to inform the audience about the product's formulation and benefits. - The ad then promises brighter skin as a result of using the product. This is told from the brand's perspective to showcase the desired outcome for the customer.

# Ad summary This ad showcases four Cerave products and highlights their benefits. The ad uses the headline "ILLUMINA, LEVIGA E RASSODA VISIBILMENTE IN 4 SETTIMANE*" to draw attention and promote the products. # Brand positioning Cerave is presented as a skincare brand that offers a range of products designed to address various skin concerns. The brand is positioned as a solution for achieving visible results in a relatively short period, specifically within four weeks. The brand aligns with values of effectiveness and scientific backing, as indicated by the mention of clinical studies. Cerave appears to follow category norms by focusing on specific skin benefits such as illuminating, smoothing, and firming. The brand positioning is functional, emphasizing the performance and visible results of its products. # Product The ad features four Cerave skincare products. The first is the Skin Renewing Siero con Vitamina C, designed to illuminate the skin. The second is the Skin Renewing Siero con Retinolo, which works to smooth the skin. The third is the Skin Renewing Crema contorno occhi, which is intended to firm the skin. The fourth is the Crema con Peptidi. The ad addresses purchase barriers by highlighting visible results in four weeks, suggesting a relatively quick and effective solution. The products are presented as a comprehensive skincare routine to address multiple skin concerns. # Visual style The ad has a clean and polished visual style with a focus on product presentation. The production quality is high, with studio-shot lighting and a gradient background. The visual motif is a product-focused layout with clear labeling of benefits. The image treatment includes background removal and drop shadows to highlight the products. The typography is large and bold, making it easy to read. The overall style is modern and professional, aiming to convey trust and effectiveness. # Hooks Headline: ILLUMINA, LEVIGA E RASSODA VISIBILMENTE IN 4 SETTIMANE* # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of wanting visible improvements to the skin in a relatively short time frame. The headline "ILLUMINA, LEVIGA E RASSODA VISIBILMENTE IN 4 SETTIMANE*" directly signals this desire for quick results. # Value propositions - Visible results in 4 weeks - Addresses multiple skin concerns # Benefits - ILLUMINA - LEVIGA - RASSODA - VISIBILMENTE IN 4 SETTIMANE* # Features - Skin Renewing Siero con Vitamina C - Skin Renewing Siero con Retinolo - Skin Renewing Crema contorno occhi - Crema con Peptidi # Call to action None used. # Social proof - *Studi clinici con utilizzo giornaliero # Point of view - Brand: The brand's POV is present throughout the ad, as it is promoting its products and highlighting their benefits. The brand is presenting its products as effective solutions for various skin concerns, with the promise of visible results in four weeks. # Storyline - The ad opens with the headline "ILLUMINA, LEVIGA E RASSODA VISIBILMENTE IN 4 SETTIMANE*", which is intended to grab the viewer's attention and set the expectation of visible results in a short time frame. The brand is telling the audience that its products can deliver noticeable improvements to the skin within four weeks. - The ad then showcases four Cerave products, each designed to address specific skin concerns: illuminating, smoothing, and firming. The brand is highlighting the range of its product line and their targeted benefits, aiming to demonstrate that it offers a comprehensive skincare solution. - The ad includes the statement "*Studi clinici con utilizzo giornaliero", which is intended to build trust and credibility by referencing clinical studies. The brand is emphasizing the scientific backing of its products and the importance of daily use for achieving the advertised results.

# Ad summary This ad for CeraVe Skin Renewing Siero con Vitamina C highlights the product's key features and benefits for all skin types, including sensitive skin. # Brand positioning CeraVe is presented as a dermatologist-developed skincare brand, emphasizing its scientific backing and expertise. The brand focuses on providing effective skincare solutions suitable for all skin types, including sensitive skin. The ad highlights the brand's commitment to creating products that are gentle, fragrance-free, and non-comedogenic, positioning it as a reliable choice for those seeking simple yet effective skincare. # Product The featured product is CeraVe Skin Renewing Siero con Vitamina C, a skin-renewing serum with Vitamin C. The serum is designed for all skin types, including sensitive skin. The ad emphasizes that the product is fragrance-free and non-comedogenic, addressing common concerns about irritation and pore-clogging. The inclusion of Vitamin C suggests benefits such as antioxidant protection and skin brightening. The ad aims to convey that this serum is a gentle yet effective solution for improving skin health and appearance. # Visual style The ad has a clean and clinical aesthetic, with a focus on showcasing the product and its key features. The color palette is simple, with white, purple, and orange accents. The lighting is bright and even, highlighting the product and text. The overall style is professional and trustworthy, aligning with the brand's dermatologist-developed positioning. # Hooks Headline: None used # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of finding skincare products that are suitable for sensitive skin and do not cause irritation or clogged pores. The ad highlights that the product is "Senza profumo" (fragrance-free) and "Non comedogenico" (non-comedogenic), directly addressing these concerns. # Value propositions - Gentle skincare suitable for all skin types - Effective skincare without irritation - Dermatologist-developed formula # Benefits - Fragrance-free - Non-comedogenic - Suitable for all skin types, including sensitive skin # Features - Senza profumo - Non comedogenico - Per tutti i tipi di pelle, anche quella sensibile # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the product and its key features to potential customers. # Storyline - The ad begins by showcasing the CeraVe Skin Renewing Siero con Vitamina C held by a hand, immediately drawing attention to the product itself. This is from the brand's perspective, highlighting the product as the focal point of the ad. - Next, the ad lists three key features of the product: "Senza profumo" (fragrance-free), "Non comedogenico" (non-comedogenic), and "Per tutti i tipi di pelle, anche quella sensibile" (for all skin types, including sensitive skin). This is from the brand's perspective, emphasizing the product's benefits and suitability for a wide range of users.