THE WHAT? Procter & Gamble has announced an all-female cast for its 30-second Olay commercial, set to air during the first quarter of the Super Bowl on 2nd February.
THE DETAILS Not only are the actors all women, the personal care giant has replaced last year’s creative agency Saatchi, with female-led Badger & Winters having been tasked with creating the advert.
The creative for the ad has not yet been released but the agency is looking to “connect to female viewers in an emotional and authentic way.”
THE WHY? Historically targeted at men, the new Olay Super Bowl creative’s focus on women is an indication of the brand’s commitment to its female consumers.
Katie DiCarlo, Senior Communications Leader, Olay, said, “It’s no secret that Super Bowl ads are still predominantly male centric. We want to lead the charge for making space for women during the Big Game.”
Badger continued, “We are a purpose-driven agency, dedicated to raising the standards on how brands speak to women. Our female focus defines who we are in the world – and who we work with.”