Hasta La Creative!

Cetaphil, which is making a push for wider UK recognition for its cult range of skincare products, has partnered with Warner Brothers and Comedy Central to sponsor the most popular show of a generation, Friends.

The comedy-based shorts take cue from Friends’ comedic tropes, just, minus the canned laughter. The sketches associate Cetaphil with friendship – while indicating confidence in skin – by using crash-zooms, close-ups and each ident concluding with the tagline “Get Closer”. The meaning is intentionally on the nose: get closer to friends and get closer to skin. This confidence comes from the faith placed in Pharrell Williams’ preferred face wash, Cetaphil Gentle Skin Cleanser. There are six 10-second idents and eight 5-second idents going to air, using humour to resonate with the Friends audience, and volume to ensure brand recognition.