Kevin Durant’s dry legs had been roasted by fans for years. A strange, specific, deeply internet meme that had earned millions of impressions without a brand ever owning the conversation.

Rather than manufacture relevance, the brand stepped into culture where it already existed. The New Face of Legs saw KD embrace the joke and turn it into a moisturizer campaign built for the internet.

The idea unfolded like a story people stumbled into. Mean tweets. Paparazzi gym shots. Dermatologists weighing in. All-Star Weekend OOH announcing CeraVe as the “Official Sponsor of KD’s Legs.” Each piece made the campaign feel less like advertising and more like the internet doing what the internet does best.

The result was a skincare campaign that reached young Black men in a way the category rarely had before. Funny, self-aware, culturally fluent and impossible to ignore.

KD went from meme to moisturizer icon. CeraVe went from skincare brand to part of the conversation.
And the campaign became L’Oréal’s most effective earned campaign in history.