P&G-owned skincare brand Olay has stumped up for a pricey Super Bowl ad slot for the first time, saying it wants to speak directly to the 45% of women who tune in to watch the Big Game.
Details of the creative, which has been produced by Saatchi & Saatchi, have yet to be revealed. 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.
Ahead of the Super Bowl, Olay is running a contest to send two fans to the event – which people can enter by signing up to its Olay Skin Advisor service, which tailors product suggestions for consumers based on their photo and skin issues.
Olay's most recent purpose-led push, 'Face Anything', saw the brand invest in a 10-page spread in Vogue's September issue and an influencer push.
Its surprise Super Bowl reveal comes on the same day P&G brand Gillette sparked a debate about the next generation of masculinity in light of the Me Too scandals, launching a US campaign called ‘we believe: the best men can be'.