• by Les Luchter , 3 hours ago

Pro tennis star Naomi Osaka stars in “Do What Serves You,” a new campaign from gummy supplement heavyweight Olly.  Launched on the first day of Mental Health Awareness Month, the campaign is designed “to encourage women to honor their minds and bodies and choose themselves without guilt,” Olly says.

A :30 spot opens with an Olly statement that “63% of women struggle to prioritize their own health and wellbeing” before Osaka talks about how saying “no” to things is as important as saying “yes.”

“I learned to push back on expectations, to prioritize my family, and focus on my mental health,” she states.

The spot, produced by General Admission TV, highlights three Olly products: Women’s Multi, Sleep, and Probiotic + Prebiotic.

In addition to ad appearances, Osaka, under a one-year brand ambassador partnership, will be involved with other content as well as activations. All will be “informed by her personal wellness journey,” the brand says.

The ad campaign includes streaming TV like Prime Video and NBCU, as well as online video through YouTube, with Tinuiti helping with media buys.

On May 3, the brand also launched out-of-home in New York City, including a large LED cube in Times Square, a takeover of the Lexington Av/53 St subway station, and wild postings in 50 locations across Manhattan.

The campaign’s target audience? “Olly is hoping this campaign resonates with women of all ages,reminding adults that they can and should prioritize their own needs, and teaching young girls good habits when it comes to prioritizing their health,” a spokesperson tells Marketing Daily.

Olly says that the 63% statement that kicks off the TV spot derives from a Hologic-Gallup survey showing that women often place the needs of others ahead of their own. “This imbalance can take a toll, leading to stress, burnout, and a diminished ability to show up fully in their lives.” 

“We hope to encourage women to take care of themselves in ways that feel right for them—because when you're supported, you're better able to show up for the people and things that matter most,” Renee Fuller, vice president of marketing, said in a statement. “Naomi embodies that message in such an authentic way, and together, we hope to inspire a more compassionate, sustainable approach to caring for your mental and physical health.

Olly has also announced $1.5 million in mental health grant commitments over the next three years, starting off with a $30,000 donation to the SeekHer Foundation. Other nonprofits on the receiving end will include Girl Up, The National Menopause Foundation, and Postpartum Support International.

For Osaka, Olly is the latest in a string of endorsement deals that have helped the 27-year-old achieve a net worth of some $45 million, per Yahoo. Those deals include Nike (apparel and footwear), Louis Vuitton, TAG Heuer, Panasonic and Mastercard. She is also co-founder of such ventures as the Kinlo skincare line and Evolve talent agency.