Olay is advertising in the Super Bowl again this year, the brand confirmed to Adweek.
The P&G-owned skincare brand will run a 30-second spot with creative from Badger and Winters during the fourth ad break of the game.
Olay is keeping most of the creative details of the spot quiet but did reveal that it will feature an all-female cast. The brand will also host a sweepstakes to send one fan and a guest to Miami for the Big Game. Hopefuls can enter the sweepstakes by joining the brand’s loyalty program, Club Olay, and entering on its website.
This year’s ad marks Olay’s second time advertising in the Super Bowl after making its Big Game debut in 2019 with a horror-themed spot starring Sarah Michelle Gellar called “Killer Skin.” P&G is a regular when it comes to Super Bowl advertising, with brands like Tide, Febreze, Mr. Clean and others having advertised in past Super Bowls.
Last year, Olay told Adweek it was inspired to get into the Super Bowl advertising game because of the lack of female-led ads airing during the broadcast. Only a quarter of Super Bowl ads have a woman in a lead role, despite the fact that nearly half (47%) of all NFL fans are female.
Kate DiCarlo, Olay’s senior communications leader, said that this year, Olay’s motivation for getting into the Big Game remains the same: to bring more women to the Super Bowl screen.
“It’s no secret that Super Bowl ads are still predominantly male-centric,” she said in a statement. “We want to lead the charge in making space for women during the Big Game, so it was an easy decision to bring our continuous message of empowerment—one we believe everyone can get behind—back to TV’s biggest event of the year. This year, we’re taking that one step further with an all-female cast to really make an impact on closing the gender gap in Super Bowl ads.”
That aim is reflected not only in the cast of this year’s ad, but also behind the scenes: Badgers and Winters is a female-owned agency led by chief creative officer Madonna Badger.
Super Bowl 54 airs on Feb. 2 on Fox. Spots for the Big Game are running up to as much as $5.6 million per 30-second ad.