Key Takeaways:
- Neutrogena teams up with John Cena to promote its new Ultra Sheer Face Liquid Mineral Sunscreen SPF 70.
- The campaign, built around Cena's "You Can’t See Me" catchphrase, highlights the sunscreen's invisible finish.
- An unexpected but popular endorser expands reach, while a familiar cultural reference strengthens brand recall.
John Cena and skincare? Not the obvious duo — but that's what makes it brilliant.
Neutrogena is taking a different approach to sun protection with its new campaign, tapping the WWE superstar to promote its Ultra Sheer Face Liquid Mineral Sunscreen SPF 70.
To bring attention to the product, the brand partnered with Cena, whose famous "You Can't See Me" tagline fits perfectly with the sunscreen's invisible finish.
The campaign, created with advertising agency BBDO New York, features Cena with dermatologist and skin cancer surgeon Dr. Neera Nathan to emphasize the importance of wearing sunscreen daily.
In a press release, the wrestling legend expressed his enthusiasm for the partnership.
"I had a blast working on this campaign. It's funny, but it also gets across a really important point — wearing SPF every day isn’t something you should skip.
Neutrogena Ultra Sheer Sunscreen is lightweight, not greasy, and honestly, it's so sheer you barely notice it’s there."
Meanwhile, Dr. Nathan echoed the importance of sun protection, noting that skin cancer prevention starts with daily habits.
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Developed by global consumer health firm Kenvue Inc., the product aims to remove common barriers to daily skin protection with a high-SPF sunscreen.
Neutrogena's lightweight mineral formula disappears into the skin without leaving a greasy or chalky residue.
This is based on a 2024 Kenvue study, which revealed that 99% of healthcare providers believe better application experiences would encourage more frequent sunscreen use.
Pairing Cena's famous "You Can't See Me" catchphrase with an invisible sunscreen is a stroke of meme-inspired viral marketing genius.
When brands align products with pop culture and top influencers, engagement skyrockets.
Sun Safety Goes Mainstream
The brand's 90-second commercial plays on classic Cena memes, showing the wrestler arriving at the shoot — only to be completely invisible to everyone around him.
Despite his best efforts to be a professional endorser, the filming is compromised by Cena's invisibility.
The spot ends with him hilariously proclaiming that he just wants to be seen.
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Neutrogena is also using the campaign as a launchpad for more sun safety initiatives.
The brand is increasing its dermatologist engagement, expanding sampling efforts, and continuing its long-standing partnership with the Melanoma Research Foundation.
The effort has already surpassed $1 million in total donations.
To reach younger audiences, Neutrogena will be the official sun care sponsor for Coachella and Stagecoach, providing free sunscreen stations and education on sun protection.
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The brand is also partnering with the World Surf League to emphasize the importance of SPF in beach and water activities.
Additionally, Neutrogena is rolling out the Sun Safety for All program with Young Minds Inspired, spreading awareness to students across the country.
With humor, cultural relevance, and a high-performance product, Neutrogena aims to make sun safety a habit — not just a seasonal afterthought.
With his larger-than-life persona and universal appeal, it's no surprise that Cena is a go-to star in advertising.
Earlier in January, he appeared in an ad for McDonald's McValue platform.
Meanwhile, last October, the Hollywood actor narrated a dramatic spot for Honda.
