Procter & Gamble skincare line Olay will air its first in-game Super Bowl ad in the upcoming game. February 3.
Yep, the brand is placing a big bet the game’s huge female audience will pay attention to its first-quarter spot, which will reportedly attempt to tickle the funny bone.
Creative chores for the 30-second effort are being overseen by Publicis Groupe’s Saatchi & Saatchi.
The game attracts upwards of 100 million TV viewers every year (just in the U.S.) and it’s no secret that year-in and year-out, nearly half of that audience is women. The game, as we all know, transcends sports.
Of course, pro football has had an uneasy relationship with women in the recent past, thanks to some high-profile domestic violence cases and the NFL’s idiocy in responding to some of them.
But Olay — along with a widely reported bevy of other brands — is on a multifaceted marketing mission. It’s also giving away two tickets to the game by way of a contest you can enter here.
But don’t dally. There’s only five days, eight hours and change left to enter. And you have to do a whole “Skin Advisor” profile, which involves taking a selfie on the brand’s “Skin Advisor” platform and retaking it if the platform isn’t satisfied with the first take.
Here are some tips: Pull hair back, remove makeup and glasses. Use the Webcam and minimize shadows. Center entire face and have a neutral expression.