Laura Touysinhthiphonexay
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Cetaphil Game Time Glow

In February 2024, following a record breaking NFL season of female viewership of games, dads and daughters were equally anticipating the Super Bowl - all thanks to Taylor Swift. We capitalized on this insight, recognizing it as a moment for Cetaphil to create a meaningful moment for dads and daughters brought together by the big game to connect with an authentic conversation. We cast a real dad and daughter for our heartwarming video, chronicling the story of a dad and daughter finding common ground in football.

Our campaign created a new pre-game ritual of skincare for both dads and daughters across the country, including prompts for them to teach each other about their expert-level interests, football and skincare. The 360 campaign launched with an online and broadcast video, influencer engagement, key media placements, and a drumbeat of social content. The campaign garnered over 5.7 billion impressions in 5 days, was the top trending topic on X after the Super Bowl, had over 43 million views, and had headlines in over 160 major news outlets globally.

To tell as authentic a story as possible, we cast a real father and daughter, and proved our Swiftie chops by featuring over 50 Taylor Swift Easter Eggs throughout the video.

Social Content

Influencer Outreach

ECD/Head of Production: Alex Foster
Creative Director: Laura Touysinhthiphonexay
Associate Creative Director: Apple Xenos
Art Director: Justine Sanborn
Executive Producer: Taylor Schomann
Director of Content Production: Alyson Shumeyko
Director/Composer: Michael Marantz
Director of Photography: Luca Del Puppo