Source: TheDrum
P&G-owned skincare brand Olay decided to pay the steep price of a Super Bowl ad slot for the first time in an effort to “speak directly to the 45% of women who tune in” to watch the Big Game.
The campaign for the Super Bowl was created by Saatchi & Saatchi, but as of this time there are no available details on the creative. However, the brand has said the ad will be part of a multifacated campaign that will run during the first half of NFL match.
Olay has promised an “unexpected and humorous” spot, which will bring its 28-day skincare challenge and AI-powered Olay Skin Advisor platform to life on small screen.
The brand claims that despite half of NFL’s fanbase being women, only one quarter of all Super Bowl ads have featured a woman in the creative. It also says even fewer of the ad slots are occupied by brands for whom women are the primary consumer.
