A TikToker accused Cetaphil of copying her video with her stepfather for their Taylor Swift-inspired pre-Super Bowl ad.
Cetaphil shared its ad “A new sports tradition for dads and daughters” on Friday. The ad depicts a girl looking at her phone while her father tries to talk to her about a sports game in progress, but she is not interested.
The girl is then shown doing her skincare with Cetaphil products when she hears a TV presenter say “Well, guys, there she is. She’s the most famous fan in the game”, and she walks towards the game. dad watches. The two share a sweet moment, realizing they have found something in common.
The announcer’s remarks were a nod to pop star Taylor Swift, who has been spotted at football games in recent months supporting her boyfriend Travis Kelce, a tight end for the Kansas City Chiefs.
The girl is then applying her skincare when her father walks in, gives her a football jersey with the number 13 on it, which is Swift’s favorite number, and applies product under her eyes. After putting on the jersey, the girl joins her dad, who puts on a jersey bearing the number 89, in front of the TV to watch a match.
At the end of the commercial, the couple can be seen wearing friendship bracelets, a trend that was popular among Swifties during Era’s tour.
“This is our story”
In a TikTok after the advert aired, Sharon Mbabazi said the idea was identical to a series of videos she recorded with her father-in-law in September.
“Y’all, Cetaphil legit copied the TikToks I made with my father-in-law in September. Y’all could have at least given us some credit,” she said in a TikTok posted Saturday.
The videos Mbabazi posted in September 2023 all showed her stepfather talking to her about Swift and football while she did her skincare in a vanity. In her TikTok posted on Saturday, she said she noticed many similarities between her videos and the ad.
“For a second I thought maybe it was a coincidence until I saw the dad come into his room and put some eye cream on, like what my stepdad and I have done in our video,” she said.
In another video, Mbabazi’s father-in-law directly addressed the skincare company.
“Here’s the deal, Cetaphil. It’s a great story you have in your commercial that’s going to air at the Super Bowl, but it’s our story,” he said.
TikTok creator joins Cetaphil campaign
In a follow-up update on Sunday, Mbabazi and his father-in-law said Cetaphil contacted them and “worked things out.”
In a statement to USA TODAY, a spokesperson for Cetaphil’s parent company, Galderma, said the brand developed its “Game Time Glow” campaign as an original creation and without seeing Sharon’s TikTok content. »
“This year we were inspired by a unique trend in which many young women and girls bonded with their fathers over football and talked about it on their social media. After speaking with Sharon, we see how she personally contributed to this trend. “The campaign was a response to this trend, and so we are not surprised that the campaign is reaching so many people,” the spokesperson said.
According to the statement, Mbabazi will now incorporate his personal story into the Cetaphils campaign.
“We’re excited to work with Sharon and other influencers like her who embrace skincare and maintain such a positive online presence on this topic,” the spokesperson said.
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