72andSunny has created the most melodramatic soap opera possible for CeraVe, a soap opera to stop people cleansing their face with soap and the message, Soap operas are dramatic. Cleansing doesn’t have to be.

The campaign aims to attract Gen Z, the generation that loves cheesy humour, enjoys mocking last-gen culture, and dislikes ads. The two-minute film, Cleanse Like a Derm, features American actress, Xochitl Gomez, in a storyline filled to the brim with soap opera clichés. Those clichés even include frosted lenses, ’80s styling, OTT acting and an evil twin brother.

The film will run across social, digital and streaming platforms. 

The new campaign follows the Michael Cera Super Bowl satirical commercial and influencer campaign that spread gossip about Cera’s possible role in the founding and naming of CeraVe and won the Social and Influencer Grand Prix at Cannes Lions in June.

Cleanse Like a Derm was inspired by CeraVe research which showed that 43% of consumers say they use traditional soap for facial cleansing and 77% have cleansing habits that would not please a dermatologist.

Once again, influencers will carry the weight of the campaign in social. The L’Oréal brand has partnered with 40 influencers who will create soap opera-worthy content emphasising the importance of using appropriate facial cleansers. The campaign began with a mobile tour of New York, Chicago, Nashville and Atlanta, featuring dermatologists, Dr Kunal Malik and Dr Maren Locke, providing expert advice as well as free samples, plus games and photo ops.