Cetaphil is bringing NFL fans and Swifties (Taylor Swift’s fan base) together for its newest Super Bowl commercial. On Friday, the skin care brand revealed a new video campaign centered around Swift’s presence in the 2023 NFL season. The video references how Swift has influenced dads and daughters to watch football together on Sundays.
Titled “Game Time Glow,” Cetaphil’s commercial mixes skin care and football, showing a dad and his daughter getting ready to watch NFL games. The video ends with the two watching football on the couch, with the dad wearing multiple friendship bracelets — a trend that was highly embraced by Swifties during “The Eras Tour” in 2023 — both wearing 13 and 89 jerseys — 13 is Swift’s lucky number and 89 is from her boyfriend Kelce’s Kansas City Chiefs jersey.
In true Swift style, Cetaphil’s commercial is filled with 50 easter eggs for Swifties to identify, including clocks with “1” and “3” on them, snakes reminiscent of her “Reputation” era and a red scarf inspired by “Red.”
Since Swift made her relationship with Kelce public in September, the singer has attended 12 live football games. Her presence at the NFL games drove a surge in interest in the sport by pre-teens and teens. NFL viewership among girls age 12 to 17 has increased by 53 percent since the start of the 2023-24 football season, according to Nielsen data.
Tickets platform StubHub also reported a three-times increase in sales in a 24-hour window for Chiefs home games compared to each of the few days prior, and single-day website searches for the team have increased by three times since Swift started frequenting NFL games.
Swift is expected to attend the 2024 Super Bowl on Sunday in Las Vegas, where Kelce and his team will play against the San Francisco 49ers. The singer is currently on tour in Japan.
