John Cena’s Skincare Scare Is the Star of a New Neutrogena Campaign

Modern sunscreen has been around since the ’70s, yet only 30% of women and less than 15% of men regularly use it, according to the National Cancer Institute. The reasons? Some may say they aren’t aware of the importance. Another common setback is the residue that can be left behind after applying — that awful greasy feeling or the white cast that can be left behind from potent minerals.

Several sunscreen brands have taken measures to improve their formulas to be weightless and provide a barely there appearance. But recently, skincare and cosmetic brand Neutrogena has launched its new Ultra Sheer Mineral Face Liquid Sunscreen with a campaign that ties in comedy, celebrity influence and seasoned credibility that build consumer relationships.

The campaign features legendary WWE star and actor John Cena, along with dermatologist skin cancer surgeon Dr. Neera Nathan. In an exclusive article with People, Cena described his past relationship with sunscreen and how it has impacted his adult life. When asked if he remembered how often he wore sunscreen during summers on the Massachusetts coast, he responded, “Never.”

“I was stubborn. I didn’t want to have a routine, and I also thought the problem would never reach me. And it’s one of those things where I had a ton of exposure with minimal protection and it caught up with me,” he revealed. He went on to discuss that after meeting with a dermatologist, he had a cancerous spot removed, which re-established his relationship with sunscreen.

Now, the new Neutrogena campaign is called “Sunscreen You Can’t See.” The phrase connects with John Cena’s famous tagline, “You Can’t See Me!,” which helps add a fun irony to the important topic of skin sun protection. The commercial stayed true to Neutrogena’s brand identity with a calming, spa-like setting paired with Cena’s lovable humor. The commercial has already become a hit with Cena fans and loyal Neutrogena consumers alike. One user wrote, “This is unironically the funniest commercial I’ve seen in YEEEEARS.” Another joked, “Where is he??? There’s no one there?”

Dr. Nathan’s appearance in the campaign adds a sense of credibility to the product, giving an expert opinion on the innovation behind the invisible formula. The Harvard-trained dermatologist explained that she is no stranger to skin cancer and removes it almost every day. “Ultra Sheer Mineral Face Liquid Sunscreen stands out for its lightweight, high-SPF mineral protection and invisible finish, which I hope will encourage more people to wear sunscreen daily,” she said.

With innovations that eliminate common sunscreen complaints — like greasiness and white cast — Neutrogena is proving that effective sun protection doesn’t have to be a chore or a neglected step in a skincare routine. The Neutrogena “Sunscreen You Can’t See” campaign brilliantly educates audiences on sun protection through an unexpected PR duo of humor and expert insight. This campaign made a splash right before consumers hit the beach and will hopefully encourage all to add sunscreen to their sunny-day essentials.