In a TikTok video update today ahead of the Super Bowl, the creator told followers that Cetaphil had “acknowledged all the videos and all the content, and they made things right.” Mbabazi also told viewers to stay tuned for more—teasing a potential follow-up to the initial campaign.
“The Cetaphil brand developed its ‘Game Time Glow’ campaign as an original creation and without seeing Sharon’s TikTok content,” a spokesperson told ADWEEK via email. “We were inspired by a unique trend this year in which numerous young women and girls have been bonding with their fathers over football and posting about it on their social channels.
“After speaking with Sharon, we see how she contributed to this trend personally. This campaign was a response to that trend, and we are therefore not surprised the campaign connects with so many.”
Cetaphil’s ad buy will only run as a regional ad, meaning that it’s only viewable in certain markets, and the spot that airs during the game is a 30-second cut of the roughly 80-second spot that dropped on Friday.
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