Olay’s “Killer Skin” Super Bowl spot from 2019.
Procter & Gamble skin care brand Olay is coming back to the Super Bowl, this time with a spot that aims specifically to speak to the women watching the big game.
Olay said it seeks to reach the NFL’s wide base of female fans with the new spot, which will feature an all-female cast featuring six women. The NFL said in 2017 that 45% of its fans are women and they comprise a huge chunk of Super Bowl viewership. But Super Bowl ads have traditionally catered to and starred men, despite women being the primary household purchasers and such a substantial part of the fan base.
Olay worked with creative agency Badger & Winters on the spot.
Last year, Olay made its Super Bowl debut with a spot featuring Sarah Michelle Gellar in a humorous spot called “Killer Skin.”
“It’s no secret that Super Bowl ads are still predominantly male-centric.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,” Kate DiCarlo, Senior Communications Leader, Olay, said in a statement.
Fox, the network airing the 2020 Super Bowl, confirmed with CNBC in November that it had sold out its advertising slots. Fox had been selling 30-second slots for more than $5 million, Variety reported in November.
Pop-Tarts, Hyundai, Facebook, Snickers and Avocados from Mexico are among the other brands that will run ads during the Super Bowl.