Olay ad to target women during Super Bowl

“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,” P&G spokeswoman Kate DiCarlo said. | Olay

Procter & Gamble’s Olay beauty brand is returning to Super Bowl Sunday with a new ad during the Big Game.

While most of the ads during the Super Bowl don’t target women, P&G believes pitching to female NFL fans is smart business.

“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,” P&G spokeswoman Kate DiCarlo said.

Olay is offering few details of the coming spot, other than that it stars an all-female cast and is produced by a female-owned creative agency, Badger & Winters.

Published estimates say that it will cost $5 million for 30 seconds of Super Bowl ad time this year.

This will be the second Super Bowl ad for Olay after its first-ever spot in 2019.

Last year, Olay’s ‘Killer Skin’ ad, featuring ’Buffy the Vampire Killer’ actress Sarah Michelle Gellar, made a splash with a spoof slasher film theme.

Read more at usatoday.com