Procter & Gamble has announced it will promote its Olay brand during a 30-second advertising slot in the first quarter of the Super Bowl on February 3rd, with the campaign aiming to empower women in the largely male-dominated advertising space.
The first beauty brand to take a slot since 2017, Olay has worked with creative agency Saatchi and Saatchi on the ad, which will promote the brand’s 28-day skincare challenge and bring the AI-powered Olay Skin Advisor platform to life on the screen, according to The Drum.
Said to be an ‘unexpected and humorous slot’, Olay Brand Director Stephanie Robertson told USA Today Sports, “Olay has always spoken to women and it’s no secret that Super Bowl ads are predominantly male-centric. Research shows that about half of Super Bowl viewers are women, yet only about a quarter of commercials feature women in a starring role.”
She continued, “We’re hoping to reach women in a historically male-dominated space, with an entertaining, unexpected and humorous spot. … We will be disrupting the usual parade of car, snack and beer ads with a message designed to entertain women. Olay wants all women to be bold and empowered, and by featuring a woman as the lead character in our ad campaign this year, we’re hoping to do just that.”
Olay is running a competition before the event to send two fans to attend the Super Bowl. Consumers can enter by signing up to its Olay Skin Advisor service.