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Library/Campaign/Cetaphil Game Time Glow
Grade B20 sourcesHIS-00857

Cetaphil Game Time Glow

Campaign · 2024 · Notable

47Editable slideCertificate

Cetaphil’s football ad drew 332 million organic social impressions, its award entry said.

Original · Cetaphil
#GameTimeGlow 💚 A New Sports Tradition for Dads & Daughters
Cetaphil on YouTube
Taylor Swift and Travis Kelce Inspire Cetaphil's Super Bowl Ad
Variety
Taylor Swift
The Hollywood Reporter
Cetaphil's Swiftie Super Bowl Commercial Proves Divisive
TIME
2024 PRNEWS Platinum Awards
PRNEWS
Cetaphil shows how Taylor Swift’s NFL tie creates father-daughter bonds
MM+M / Campaign US
Cetaphil Releases Taylor Swift-Inspired Ad a TikTok Creator Thinks They Stole From Her | Video
TheWrap
On the heels of its Katie Fang campaign, Cetaphil gets a brand refresh
Glossy

Spread Score

How it works
Reach65Contagion35Breadth40Velocity69Longevity1347

Numbers

Earned impressions, award entrant; reporting cutoff unspecified
5.7B
Self-reported · Shorty Awards; entry by Lippe Taylor /prompt. and Cetaphil
Seed to peak
3 days
Feb 9 ’24 to Feb 12 ’24
Platforms
6
Started on YouTube
Origin
Mixed
Beauty & personal care

Mechanics

  • NewsjackingPrimary
  • Identity badge
  • Controversy
  • Platform jump
  • Press loop

How it spread

Trace the origin

Cetaphil released a father-daughter football ad before the Super Bowl and used influencers and regional TV. Viewers shared praise and copying allegations. Cetaphil denied copying Sharon Mbabazi and partnered with her after she objected.

Google searchesJan ’24FebMarMayJulSepNovJan ’25MarMayPeakYouTubePressXTikTokTVOpen web
YouTubePressXTikTokTVOpen web

12 more events on this chart

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Timeline (15)

  1. February 2024

    Cetaphil seed · Feb 9 ’24

    Cetaphil released Game Time Glow, a film about a father and daughter bonding over football.[1][2]

    #GameTimeGlow 💚 A New Sports Tradition for Dads & Daughters
    Open the first post ↗

  2. Campaign US / MM+M press · Feb 9 ’24

    Campaign US published the launch exclusive and described planned influencer partnerships.[3]

    Cetaphil shows how Taylor Swift’s NFL tie creates father-daughter bonds

  3. Variety press · Feb 9 ’24

    Variety covered the film and its references to Swift without using her name or NFL footage.[4]

    Taylor Swift and Travis Kelce Inspire Cetaphil's Super Bowl Ad
Changelogupdated Oct 16 ’26
  1. 2026-10-16Added 1 number · Score 55 → 47
  2. 2026-10-15Added: 15 events, 20 sources · Score 55
Origin
Mixed
Sector
Beauty & personal care
Region
US
Earned impressions, award entrant; reporting cutoff unspecified
5.7B
Self-reported · Shorty Awards; entry by Lippe Taylor /prompt. and Cetaphil
Evidence
Grade B

Spread the same way

Just One Cornetto (ReMAXed)

Instagram · 2026

62
Susan Boyle on Instagram: "#ad | Well… it Boyled over 🔥 I couldn’t keep you all waiting – Just One is yours. Two icons back for summer. The @cornettouki track you know and love, reMAXed with the…

4.6B impressions

Apple Three Minutes

YouTube · 2018

58
An iPhone X-shot film about a train attendant’s brief Chinese New Year reunion with her son.

40M views

adidas: Hey Jude

X · 2024

47
Full adidas reactive creative with an upside-down logo, Bellingham's boot and the Euro match ball.

593M impressions

Nicola Coughlan for Skims Soft Lounge

Instagram · 2024

17
Nicola Coughlan wearing a white Soft Lounge slip dress amid flowers in the official campaign.

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How the next thing spread, the week it does.

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Google searchesJan ’24FebMarMayJulSepNovJan ’25MarMayPeakYouTubePressXTikTokTVOpen web
YouTubePressXTikTokTVOpen web

12 more events on this chart

Join free to see them

  1. February 2024

    Cetaphil seed · Feb 9 ’24

    Cetaphil released Game Time Glow, a film about a father and daughter bonding over football.[1][2]

    #GameTimeGlow 💚 A New Sports Tradition for Dads & Daughters
    Open the first post ↗

  2. Campaign US / MM+M press · Feb 9 ’24

    Campaign US published the launch exclusive and described planned influencer partnerships.[3]

    Cetaphil shows how Taylor Swift’s NFL tie creates father-daughter bonds

  3. Variety press · Feb 9 ’24

    Variety covered the film and its references to Swift without using her name or NFL footage.[4]

    Taylor Swift and Travis Kelce Inspire Cetaphil's Super Bowl Ad

  1. platform jump · Feb 9 ’24

  2. backlash · Feb 9 ’24

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Why it worked

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