← Previous Project

Back to Index

Next Project

People know sun protection is important, but skip sunscreen because they don’t like how it feels.

As a result, skin cancer has been on the rise, particularly among Millennials and Gen Z,
a group notoriously difficult to reach through traditional advertising channels.

So when Neutrogena launched the first-ever truly invisible sunscreen, we decided to speak the only language they
understand: memes. But not just any meme, the internet’s longest-running one: John Cena’s ‘You Can’t See Me.’

First we teased, with a press release that didn’t reveal anything.

And theories emerged.

So we doubled down with another teaser, as enigmatic as the first.

Which only led to more theories.
Timothee Chalamet? The Hawk Tuah girl???

When we finally revealed who our celebrity was,
something unexpected happened: they didn't show up

Or did they?

No they definitely didn’t

But the internet did.