ADdicted: John Cena x Neutrogena

If you're a fan of John Cena, particularly if you were a fan of "John Cena, the wrestler" before he became "John Cena, the actor", you'll almost certainly understand why nobody can see him in this Neutrogena Ultra Sheer Face Liquid Mineral Sunscreen ad.*

You'll likely understand why Neutrogena might have agreed to this creative idea, and agreed to write John Cena what I would imagine to be a large cheque to star in this ad.**

And, most importantly, it's a safe bet you'll immediately understand the primary benefit of Neutrogena Ultra Sheer Face Liquid Mineral Sunscreen.

If you're a fan of John Cena, then this ad is for you, and it works.

If you're not a John Cena fan, you'll likely think this Neutrogena spot is stupid.

You'll watch it and think, "Why can't anybody see him? He's RIGHT THERE!!!"

But if you're not a fan of John Cena, this ad isn't for you.

And that's perfectly okay.

The very best marketers know their job is to make ads that resonate with their target audiences, not ads that everybody will like.

Trying to appeal to everybody is the best way to ensure that nobody will like your ad.

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* If you don't understand the joke but would like to do so, you can watch this TikTok video of John Cena explaining it to his grandmother.

** I don't know what the Venn diagram of "John Cena Fans" and "People who use Sunscreen on their Face Daily" looks like. But I'm going to assume that Neutrogena has some research to show there are enough people who belong to both groups to justify hiring Cena for this campaign.