Neutrogena and John Cena pull off the ultimate vanishing act

Skin care brand Neutrogena has unveiled a new campaign with actor and WWE superstar John Cena to launch its ultra sheer sunscreen.

In a statement, Neutrogena noted that 99% of healthcare providers believe if sunscreen offered better application and aesthetic experiences, patients would use their sunscreen more often. 

Inspired by Cena's legendary "you can't see me" catchphrase, the "Sunscreen you can't see" campaign reinforces that while you may not see the new Neutrogena sunscreen on your skin, the high-SPF mineral formula is working hard to protect you from the harshest UV rays. 

Don't miss: Sephora unveils 37-minute documentary style film featuring employees

At the heart of the campaign is a near-two-minute film, showing how the WWE superstar's "you can't see me" catchphrase is brought to life. The clip starts with Cena's driver taking him through to Neutrogena's campaign shoot. The driver informs the security guard that Cena is present in the car, but CCTV footage reveals an empty vehicle. 

The film then follows an ecstatic Cena backstage, however, as no one on set can see him, they begin talking about the superstar behind his metaphorical back, calling him a "diva" amongst others and wondering why he has not shown up to the shoot. 

Despite promoting the sunscreen infront of camera, Cena is ignored by the various cast members as they are unable to see him. The director then instructs a woman to take Cena's place, who begins sharing the benefits of Neutrogena's new product. The cast members cheer the woman on as Cena is seen looking frustrated that he can't be seen. The video ends with Cena looking defeated as the set wraps up.

In another 30-second clip, Cena is pictured with dermatologist and skin cancer surgeon Neera Nathan, who plans to interview the actor as the new face of Neutrogena's sunscreen. 

Keeping on the theme of not being able to see Cena, Nathan points out that Cena had failed to turn up for the shoot, despite him sitting right next to her. She then goes on to explain the benefits of the sunscreen, using Cena's popular catchphrase to highlight the product's invisible finish. 

Andrew Stanleick, president of skin health and beauty for Kenvue, North America, Europe, Middle East, and Africa said, "At Neutrogena, we're committed to breaking down barriers to sun protection. By leveraging humor and cultural relevance, we're making sun safety and daily sunscreen use a conversation people want to engage with, especially younger audiences."

Speaking on his role in the campaign, Cena said, "I had a blast working on this campaign. It's funny, but it also gets across a really important point, wearing SPF every day isn't something you should skip. Neutrogena ultra sheer sunscreen is lightweight, not greasy, and honestly, it's so sheer you barely notice it's there."

Neutrogena isn't the only care brand to have unveiled a humorous campaign in recent times. In February this year, Dove celebrated the launch of its newest moisturising body wash, "Deep moisture body wash", with the brand's first comedic TV ad. The 30-second ad, created by American production company Maximum Effort, takes on one of the most loathed words in the English language, "moist", with a hilarious twist.

Join us this coming 23 - 24 April for #Content360, a two-day extravaganza centered around three core thematic pillars: Challenging The Norm; Technology For Transformation; and Unlocking Imagination. Immerse yourself in learning to curate content with creativity, critical thinking, and confidence with us at Content360!

Related articles:  
Dove partners popular virtual ghost influencer Lennniein latest positivity push          
Vaseline merges sun-soaked drama with skincare in 'The White Lotus' campaign 
HBO star John Cena's ‘Peacemaker’ show plug amidst Russia-Ukraine conflict cops flak