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Super Bowl Commercial: Olay's '#MAKESPACEFORWOMEN'

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Olay, a subsidiary of Procter & Gamble  (PG) - Get Procter & Gamble Company (The) Report, is returning to the Super Bowl this year with an ad that will specifically target women watching the big game.

Historically, the female demographic is usually ignored or overlooked when it comes to Super Bowl commercials. Olay is seeking to break that trend this year. The commercial will feature an all-female cast. 

The NFL reported in 2017 that 45% of its fans are women and they constitute a large portion of Super Bowl viewership. Super Bowl ads have traditionally been marketed to male fans. The ads that have featured women in the past have been criticized for sexually objectifying women rather than featuring them in a positive manner.

Advertising agency, Badger & Winters created the spot for Olay. The NYC based agency is known for being "Female Powered," as the founders are all women. 

Its mission statement "We lead with a female perspective that helps brands grow loyal and lasting relationships with women in an emotional and intuitive way. After years of marketing to women around the world, we provide a global perspective that cultivates brand love." 

Olay made its debut in the Super Bowl advertising frenzy last year, with a spot featuring Sarah Michelle Gellar in a funny spot called “Killer Skin.”

Proctor & Gamble is also trying something new this year with its Super Bowl advertising campaign. It is having customers help create one of its Super Bowl ads.

With a star-studded cast that includes Sofia Viagra, Rob Riggle, Troy Polamalu, Isaiah Mustafa, Busy Philipps, and Manolo Vergara, as well as products such as Bounty, Mr. Clean, Febreeze, Olay, Charmin, Head & Shoulders, and Old Spice.

People who visit the site will be able to choose how they want to see Vergara and her guests clean up a messy Super Bowl party surprise. The most popular scenarios chosen among viewers will be featured in a 60-second ad that will be created just minutes before it airs during the fourth quarter of Sunday night’s game.

TheStreet ranked the best Super Bowl commercials from 2020 with buy and sell ratings.

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