Cetaphil's Taylor Swift-themed Super Bowl ad is getting praise online, but a TikTok creator says it's a rip-off (2024)

  • Cetaphil debuted a Taylor Swift-themed ad for Super Bowl LVIII.
  • TikTok user Sharon Mbabazi and her stepfather said Cetaphil copied their viral videos "bar-for-bar."
  • "My daughter made the content that you stole," the father said in one video.

Cetaphil's Taylor Swift-themed Super Bowl ad is getting praise online, but a TikTok creator says it's a rip-off (1)

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Cetaphil's Taylor Swift-themed Super Bowl ad is getting praise online, but a TikTok creator says it's a rip-off (2)

Cetaphil's Taylor Swift-themed Super Bowl ad is getting praise online, but a TikTok creator says it's a rip-off (3)

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A daughter and her stepfather have accused skincare brand Cetaphil of copying their TikTok videos to create a Taylor Swift-inspired Super Bowl commercial.

The drama around the ad began on Friday when the company first shared its Super Bowl LVIII commercial.

The ad, "A New Sports Tradition for Dads & Daughters,"features a girl looking at her phone while her father watches sports on television. The father tries to talk to his daughter about the game, but she's uninterested.

Later, the daughter is sitting at a vanity using Cetaphil products when she hears a sports announcer on TV say, "Well, folks, there she is. It's the most famous fan of the game" — a reference toTaylor Swift, who has become an NFL regular while cheering on her boyfriend, Kansas City Chiefs tight end Travis Kelce.

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The pair then share a sweet moment now that they've found something to bond over. The father buys his daughter a football jersey with the number 13 — Swift's favorite number — while he wears a jersey with the number 89, which may be a shoutout to Swift's birth year. The ad ends with the father and daughter watching a sports game together while wearingfriendship bracelets, which became a popular trend during The Eras Tour.

Swifties applauded the ad, but a woman and her stepfather claim Cetaphil stole the idea from their TikTok videos

@sharavinaaa #stitch with @⋆⭒˚。⋆ 𝓢𝔀𝓲𝓯𝓽𝓲𝓮 ⋆⭒˚。⋆ like they copied multiple videos and put it into a commercial… @Cetaphil US whats good?? #superbowlcommercial ♬ original sound - Sharon Mbabazi

Cetaphil's ad garnered praise from Swifties, who said it made them emotional.

"This is exactly me and my father's situation," one person wrote on YouTube. "I'm a huge swiftie, and he is a huge NFL fan, and I can't even explain how much we bonded over those games."

Critics online began formulating different opinions, however, when TikTok user Sharon Mbabazi accused Cetaphil of copying her content.

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"Y'all, Cetaphil legit copied the TikToks I made with my stepdad back in September,"she said in a video posted on Saturday. "Like, y'all could have at least given us some credit."

In September 2023, Mbabazi posted three TikTok videos that showed her stepfather talking to her about football and Swift while she did her skincare routine at a vanity. The videos have 4.1 million views combined.

On Saturday, Mbabazi said she noticed similarities between Cetaphil's commercial and her TikTok videos. In addition to the main characters doing a skincare routine while bonding over football and Swift, she claimed they also mimicked her and her stepfather's appearance.

In a follow-up video, Mbabazi and her stepfather directly addressed Cetaphil.

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"That is a beautiful story that you have in your commercial that's going to be on the Super Bowl, but it's our story," the stepfather said.

He added: "My daughter made the content that you stole."

The stepfather said Cetaphil's commercial took their concept "bar-for-bar" and asked that his daughter get proper recognition.

"Swiftie nation, do your thing," he said. "What's right is what's right."

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Many TikTok users agreed with the duo, with one person writing: "They should have collaborated with you guys! Knowing it was a collab based on real people would have made it even THAT much better! I am so sorry."

Mbabazi and her stepfather may still get their spotlight soon. The CCO of ad agency Prompt, which helped craft the campaign, told Ad Agethat Mbabzi and her stepfather would appear in a follow-up commercial for Cetaphil. He denied that they copied the family's TikTok videos.

"We never saw the footage," Craig Elimeliah told the outlet, according to Muse by Clio, an advertising news website.

Representatives for Galderma, Cetaphil's parent company, and Mbabazi did not immediately respond to a request for comment from Business Insider.

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On Sunday, theSan Francisco 49ers and the Kansas City Chiefs will face off in Super Bowl LVIIIat Allegiant Stadium in Las Vegas.

Click here to learn how to watch Super Bowl LVIII in the United States or abroad.

Cetaphil's Taylor Swift-themed Super Bowl ad is getting praise online, but a TikTok creator says it's a rip-off (2024)

FAQs

Cetaphil's Taylor Swift-themed Super Bowl ad is getting praise online, but a TikTok creator says it's a rip-off? ›

TikTok creator Sharon Mbabazi accused Cetaphil of stealing the idea for their commercial from her viral TikTok videos with her stepfather, which generated millions of views on the social media platform.

How did Cetaphil respond to the Super Bowl ad? ›

The ad received mostly positive praise until a social media content creator alleged the skincare brand copied the concept of their commercial from her TikTok videos. Cetaphil has since said in a statement to TODAY.com that the ad was “an original creation and without seeing Sharon's TikTok content.”

Did Cetaphil release a new commercial featuring Taylor Swift? ›

Skin care brand Cetaphil released a clearly Taylor Swift-inspired ad in honor of the singer's anticipated debut at the annual football festival, um, ahead of Super Bowl LVIII this Sunday, Feb. 11, featuring the Kansas City Chiefs against the San Francisco 49ers.

When did the Cetaphil commercial play? ›

It all started with a Super Bowl ad. Skincare brand Cetaphil aired a heartwarming commercial during the 2024 Super Bowl on Feb. 11 honoring the newfound bond between fathers and daughters from finding a shared interest in football amid Taylor Swift and Travis Kelce's romance.

What Super Bowl commercial was stolen from TikTok? ›

Cetaphil's Super Bowl ad about Taylor Swift's NFL ties strengthening father-daughter bonds received backlash for seemingly copying a TikTok creator. Here's what happened, and how the brand made things right with the creator.

What does Cetaphil claim to do? ›

All of Cetaphil's skincare products help to maintain, strengthen and restore the skin barrier, formulated with skin-essential vitamins and other nourishing ingredients.

Who sponsored Taylor Swift? ›

Although not a large part of her income, Swift has also enjoyed endorsem*nt deals with many companies including CoverGirl, AT&T, Coca-Cola, Keds, Sony Electronics and Target.

Who did Taylor Swift babysit for? ›

Foley shared a story about Swift's kindness towards Jeff Jarrett and his family in a time of need. Many fans might know that Swift was a babysitter for Jeff's kids when they all lived near each other outside of Nashville.

What products has Taylor Swift endorsed? ›

She has collaborated with companies such as Diet co*ke, Apple, and Keds, to name a few. These endorsem*nts not only provide financial benefits but also enhance her brand value and appeal to a broader audience.

Which country owns Cetaphil? ›

Cetaphil /ˈsiːtəfɪl/ or /ˈsɛtəfɪl/ is a line of skin care products from the Swiss company Galderma, including cleansers, bar soap, cream, lotion, and moisturizers. It was developed in 1947 in Texas and is commonly sold at grocery stores and pharmacies throughout the United States, Canada, India and Nepal.

What celebrity uses Cetaphil? ›

Cetaphil Gentle Cleanser

This unassuming cleanser occupies real estate on the skincare shelves of celebrities like Alia Bhatt, Lizzo, Reese Witherspoon and Gigi Hadid.

Does Kim Kardashian use Cetaphil? ›

Cetaphil Daily Facial Cleanser – $13, Was $15

Per Cosmopolitan, Kardashian uses this gentle face wash from Cetaphil as it cleanses your face without drying it out or stripping it of good-for-your-skin oils. It typically goes for about $15, but during Amazon Prime Day, members can snag one for just $11.

How much is Taylor Swift worth? ›

Why is Taylor Swift so popular? ›

Scholars have variably attributed Swift's dominant cultural presence to her musical sensibility, artistic integrity, global engagement, intergenerational appeal, public image, and marketing acumen. Several authors have used the adjective "Swiftian" to describe works reminiscent or derivative of Swift.

How much does a 1 minute Super Bowl commercial cost? ›

CNN report that a 30-second ad in 2024 will cost between $6.5 million and $7 million. Most advertisers opt for a more extensive minute-long advert for Super Bowl Sunday, meaning that the cost of their 60-second production will be $13 million to $14 million.

What was the controversial Super Bowl commercial Jesus? ›

The “He Gets Us” ad campaign, in its second year running ads for the big game, has a simple goal, on the surface: It's about getting Christians and non-Christians alike to think about how to love our neighbors, in the form of a quizzical message about washing feet.

What are the three things that the most successful Super Bowl ads have? ›

Effective Super Bowl ads weave creativity, emotional connection, and humor into memorable stories.

Why did they reformulate Cetaphil? ›

Why did Cetaphil change its formula? The company, in order to better align with its commitment towards sensitive skincare and the environment, reformulated some of its products featuring cleaner and clinically proven science-backed ingredients to improve sensitive skin's resilience.

Do celebrities use Cetaphil? ›

Cetaphil Gentle Cleanser

This unassuming cleanser occupies real estate on the skincare shelves of celebrities like Alia Bhatt, Lizzo, Reese Witherspoon and Gigi Hadid.

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