Kevin Durant Embraces Dry Skin Jokes in New Lotion Ad

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Kevin Durant has leaned into jokes about his dry skin by reading mean tweets about it in a new ad campaign for CeraVe lotion. Rather than shying away from the memes, Durant embraced the humor and flipped the script, using the opportunity to promote the skincare brand. The move landed well as it played into an existing public narrative, allowing Durant to monetize a long-running social media joke.

Why it matters

This campaign demonstrates how athletes and celebrities can effectively turn memes and public criticism into marketing opportunities. By acknowledging and even poking fun at the jokes, Durant was able to build brand equity and goodwill with fans, rather than appearing defensive or out-of-touch.

The details

The ad features Durant calmly reading mean tweets about his dry legs, offering sharp clapbacks while letting the jokes breathe. Rather than bristling at the criticism, he credited the humor behind the posts and then revealed the entire segment was part of a new partnership with CeraVe. The brand quickly responded on social media, saying they 'literally got him covered.' The move landed well as the joke already belonged to the public, and Durant did not try to rewrite the narrative, but instead monetized it.

• On January 27, 2026, the ad featuring Durant reading mean tweets was released.
• Earlier in January 2026, Durant had commented about his lack of lotion use on the 'Unguarded' podcast with teammate Fred VanVleet.

What they’re saying

What’s next

The campaign's success could lead to further collaborations between Durant and CeraVe, as the brand looks to capitalize on the positive response and Durant's willingness to embrace his public image.