INSPIRATION: Olay was looking for a SuperBowl idea that connects skincare to the big game. After all, 46% of people watching the SuperBowl are women.
INSIGHT: Everything at the SuperBowl is bad for your skin, but indulging in the fun doesn’t have to show up on your face thanks to Olay.
IDEA: SuperBowl today, Olay tomorrow.
The eating, drinking, stressing, partying and overindulging that comes with the SuperBowl is bad for your skin.
For every skin concern from the SuperBowl, Olay has a solution.
Social ads for the limited edition moisturizers will run before and after the game.
The moisturizer line-up is perfect for brand partnerships. Pizzas delivered on SuperBowl Sunday will come with an Olay coupon that you can redeem on Monday.
The SuperBowl is the biggest sports betting day of the year. Olay ads on sports betting apps and websites provide a solution to stressed skin.
While people are stocking up for the SuperBowl, they can also grab some Olay for the next day’s skin recovery.
Antacid sales increase by 20% the day after the SuperBowl. So, we’ll put Olay on store shelves next to it.
Outdoor ads surround the football stadium.
Now, the all-important :30 commercial. For the talent, we wanted a woman with comedy chops. Think: SNL’s Ego Nwodim or Melissa Villasenor.
The idea was sold in to the client, but there was a decision by Proctor & Gamble not to advertise in the SuperBowl that year, so it died. That’s advertising for ya!
We still wanted to do something with the insight and idea. We used existing assets to make a social series— Olay Super Serum for the SuperBowl.