For the faux of it: Bending reality with FOOH engages and entertains audiences

Over the last few years, we’ve seen a rise in campaigns breaking formats and bending reality all in the name of fun. Whether it’s a fake celebrity ambassador, mixed reality stunt, anamorphic billboards, or all the other ways we can break formats – these campaigns gain traction by challenging the status quo to create something unexpected in our everyday lives.

Fake celebrity ambassador
Last month’s Michael Cerave Super Bowl campaign invited speculation from the very beginning. From manufactured paparazzi shoots, influencers pretending to be confused and a fake DTC website that touted Cera as the visionary with vision–it all played with the tropes of an industry crowded by celebrity. In turn, the campaign reinvigorated a core brand truth: CeraVe is developed with dermatologists.

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