Even with a hefty price tag of $5.6m for 30 seconds and the rise in popularity of online advertising, the Super Bowl is still advertising’s biggest day, with major brands still choosing to get off the bench and participate. According to The Drum, Fox Sports stated that it sold out of its inventory back in November. Procter & Gamble’s Olay beauty brand has chosen to return to the Big Game with a really BIG spot.
Inspired by the first all-female space walk last year, the brand has crewed together an all-female cast including: YouTube content creator and comedian, Lilly Singh, actress Busy Phillips and retired astronaut, Nicole Stott. “Womanning” Mission Control is Empire’s and Hidden Figures’ Taraji P. Henson. Reporting from the newsroom, Katie Couric.
Olay is offering few details of the coming spot, other than that it stars an all-female cast and is produced by New York’s female-powered creative agency, Badger & Winters. Watch the teaser below:
“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 in a statement.
Partnering with Girls Who Code and using the hashtag #MakeSpaceForWomen, Olay has stated on their website that the brand will donate $1 (up to $500,000) to Girls Who Code, an organization that teaches girls how to solve problems, build community and even make robots dance.
This will be the second Super Bowl ad for Olay after its first-ever spot in 2019. Last year’s horror spoof, Killer Skin starred Buffy The Vampire Slayer’s Sarah Michelle Gellar.