This nearly two-minute ad from Neutrogena, featuring WWE superstar John Cena, promotes their Ultra Sheer Sunscreen by highlighting how it’s completely invisible on your skin while still working hard to protect you from harmful UV rays. 

Aligned with Cena’s iconic catchphrase, “You can’t see me,” the ad brings his legacy back to life in a fun, memorable way. It kicks off with Cena arriving at the shoot, only to find that no one can see him, mirroring the “invisibility” of the sunscreen. As Cena walks into the studio, he overhears people talking behind his back. The ad wraps up with Cena looking defeated as the shoot comes to an end.

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  • Backed with research: The ad is the result of Neutrogena’s findings that people are more likely to use sunscreen if the product offers a better aesthetic experience. By using Cena and his legendary catchphrase, the brand emphasizes how invisible the sunscreen is so invisible that even the people on set can’t see it.
  • Public Figure: John Cena’s fanbase isn’t just male-dominated; he also has a significant female following. This suggests that Neutrogena is not only targeting a wider demographic but also attempting to encourage more men to wear sunscreen regularly.
  • “You can’t see me” as a product benefit: By using this catchphrase, Neutrogena cleverly highlights multiple benefits of the sunscreen, such as its lightweight, non-greasy formula.
  • Humor appeal: Partnering with Cena allows Neutrogena to tap into the cultural relevance of his persona, making the ad not only funny but relatable for a broad audience. It works! It’s clear that humor, relatability, and iconic phrases can elevate a product’s appeal, especially when combined with research-driven insights.