⚫️🟡 Cetaphil's Super Bowl Ad Might Have a Content Theft Problem

It might not be so original after all

Hey, welcome to Mind Your Marketing. The weekly newsletter that gives you actionable social media advice for your brand.

Today, we’re looking at the Super Bowl ad by Cetaphil that’s set to run tomorrow. It’s a beautiful ad, but Cetaphil apparently stole the entire concept from a creator on TikTok. Today, I look at the whole issue and what the brand should have done instead.

Enjoy below!

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Update: Cetaphil has reached out to the creator directly and has come to some agreement with @Sharavinaaa. - Feb 12th

Cetaphil’s Super Bowl ad was released online earlier this week and quickly went viral. The ad features a daughter and father getting closer throughout the football season. Pointing that they grew closer because of Taylor Swift/Travis Kelce’s widely promoted relationship.

The piece itself is beautiful. (see below)


Daughters who love skincare, dads who love football. Here’s your invite to bond over the Big Game. #GameTimeGlow

But there’s one giant issue. This story isn’t Cetaphil’s, it belongs to TikTok user @sharavinaaa who started posting with her stepfather last fall, showing how their relationship had deepened through the intersection of pop culture and pro sports.

Her response is below. I recommend going through her profile to see the videos she did with her dad.


#stitch with @⋆⭒˚。⋆ 𝓢𝔀𝓲𝓯𝓽𝓲𝓮 ⋆⭒˚。⋆ like they copied multiple videos and put it into a commercial… @Cetaphil US whats good?? #superbowlcommercial


I’ve turned him into a swiftie #taylorswift #traviskelce #kansiscitycheifs #swifties #swifttok #fyp #taylorandtravis

After watching the first video, maybe it’s fair to say her story inspired the ad, but as you go deeper through her content, the similarities become more and more apparent. It's hard to see the content and think the Cetaphil team didn't see her content.

So, what should have happened?

For any brand inspired by a creator, there is an easy way to have a win-win—include the creator in your advertisement. Cetaphil could have avoided this controversy and been heralded as in touch and an ally to Gen-Z by simply casting the real-life father and daughter in the commercial.

Cetaphil has a chance to make this right. Let’s see if they do.


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