Olay’s First Super Bowl Spot Aims to Empower Women in a Place That Often Disregards Them

They will advertise during the first quarter of the Big Game

This will be Olay's first Super Bowl ad. Olay
Headshot of Diana Pearl

Women make up a sizable chunk—nearly half—of the NFL’s fanbase. But looking at the advertisements that typically run during the Super Bowl, you’d never know it.

To counter that number, which Stephanie Robertson, brand director for Olay, calls an “astounding statistic,” Olay is making a major marketing move. The skincare brand, which is under the Procter & Gamble umbrella, will run its first-ever Super Bowl ad this year, a 30-second spot that will air during the first quarter of the game. Saatchi & Saatchi will be handling creative for the ad.

According to Olay, only a quarter of Super Bowl ads feature a woman at all, and even fewer are from brands where women are the primary consumer of the advertised product or service. Robertson said that the brand felt that this was “the year for us to do our part to be the change we want to see in the industry.”

“It’s no secret that Super Bowl ads are predominantly male-centric,” she said. “We wanted to change this dynamic by reaching women on TV’s biggest stage with a message that we hope viewers will find entertaining. Olay wants all women to be bold and empowered, and in a way, we’re doing just that, as a brand, by showing up in a place that is historically focused on men.”

She added that Olay’s first Super Bowl ad comes after a period of continued growth for the brand, with the launch of Olay Whips, a moisturizer that ended up becoming a best-selling new item in the skincare category, as well as a campaign titled “Face Anything” that included a Times Square takeover. Creative details around the Super Bowl spot are not yet known, but Robertson said that viewers are in for a “totally unexpected angle” from the brand, one that the team hopes people will find “entertaining.”

Beyond the ad, Olay is also running a contest to send two fans to the Big Game down in Atlanta beginning on Tuesday. People can enter the sweepstakes by participating in Olay’s online Skin Advisor platform, which allows you to upload a photo, input your skin concerns and preferences and be matched with a product that best suits your needs.

Though this is Olay’s first spot, Procter & Gamble is a reliable Super Bowl player, with brands like Tide, Febreze, Mr. Clean and others, such as P&G itself, making regular appearances during the Big Game.

@dianapearl_ diana.pearl@adweek.com Diana is the deputy brands editor at Adweek and managing editor of Brandweek.
Publish date: January 15, 2019 https://dev.adweek.com/brand-marketing/olays-first-super-bowl-spot-aims-to-empower-women-in-a-place-that-often-disregards-them/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT