Taraji P. Henson and Busy Philipps star in Olay's Super Bowl ad backing Girls Who Code
P&G hopes the brand's space mission lands a high gender-equality rating
Editor's Pick
Olay is heading for the final frontier—not so much outer space as the less-explored territory of an all-female cast—with its Super Bowl ad.
The Procter & Gamble Co. brand’s crew, in an ad from female-owned Badger & Winters, hops a rocket into space as Katie Couric says: “Is there enough space in space for women? Who wrote that? Are people really still asking that question?”
Apparently, yes. But the Olay crew includes three female astronauts, plus Couric and Taraji P. Henson on the ground. As part of the campaign the brand will donate $1 to Women Who Code for every tweet directed @OlaySkin with the hashtag #MakeSpaceforWomen.
While not unprecedented in the Super Bowl (think Anheuser-Busch InBev’s Bon and Viv from last year), all-female casting remains rare on game day. Women were featured in 41 Super Bowl ads last year compared with 47 featuring men, according to research firm ABX. And survey respondents scored women’s portrayal in Super Bowl ads below the index for ads overall, as in years past.
Olay is back for a second year. Last year’s ad from Saatchi & Saatchi, starring Sarah Michelle Gellar, scored low at 92 (index 100) for its portrayal of women, per ABX. Bon and Viv fared worse (84). Given the cast and theme, it will be surprising if Olay’s score doesn’t improve this year.
Credits
- Date
- Jan 30, 2020
- Client :
- Olay
- Agency :
- Badger & Winters
- Vice President :
- Chris Heiert
- Brand Director :
- Eric Gruen
- Associate Brand Director :
- Eric Rose
- Harley Procter Marketing & Group Director :
- Pete Carter
- Senior Communications Manager :
- Kate DiCarlo
- Brand Manager :
- Joanna Martinez
- Integrated Production Manager :
- Bradley Trimble
- Founder & Chief Creative Officer :
- Madonna Badger
- President :
- Jim Winters
- Managing Director :
- Natalie Troubh
- Head of Production :
- Celeste Holt-Walters
- Executive Creative Director :
- Grace Chu
- Associate Creative Director :
- Matthew Scott
- Associate Creative Director :
- Kristen Murphy
- Associate Creative Director :
- James Best
- Art Director :
- Nate McCain
- Senior Producer :
- Julie Amenta
- Producer :
- Willem Koppel
- Director of Business Affairs :
- Ruth Lawler
- Account Supervisor :
- Madeline Lefferts
- Account Supervisor :
- Shreena Patel
- Production Company :
- Independent Media
- Director :
- Jamie Babitt
- Director of Photography :
- Janusz Kaminski
- Executive Producer / Managing Director :
- Susanne Preissler
- Executive Producer :
- Liam Ahern
- Head of Production :
- Fern Martin
- Line Producer :
- Denise Roccietti
- Production Designer :
- Steve Saklad
- 1st A.D. :
- Chris Berger
- 2nd A.D. :
- Leslie Merlin
- Gaffer :
- Jonathan Guerra
- Key Grip :
- Chuck Crivier
- Punch Up Writer :
- JoEllen Redlingshafer
- Punch Up Writer :
- Hayley Adams
- Costume Designer :
- Choo-Choo Kim
- Costume Designer :
- Roseanne Fiedler
- Make-up for Busy :
- Kindra Mann
- Hair for Busy :
- Kristin Heitkotter
- Make-up for Lilly & Denise :
- Aaron Paul
- Hair for Lilly & Denise :
- Chad Woods
- Make-up for Taraj :
- Ashunta Sheriff-Kendricks
- Hair for Taraji :
- Tymothy Wallace
- Key H&M + Katie Couric :
- Isaac Prado
- Manicurist :
- Nettie Davis
- Editorial :
- Arcade Edit
- Partner / Editor :
- Kim Bica
- Partner / Executive Producer :
- Sila Soyer
- Post Producer :
- Ellen Lavery
- Post Producer :
- Sarah Schachte
- Assistant Editor :
- Chris Angel
- Assistant Editor :
- Chris Messier
- AfterEffects :
- Scott Pallo
- VFX/Finishing :
- The Mill
- Executive Producer :
- Anastasia Von Rahl
- Producer :
- Katherine Maidment
- Production Coordinator :
- Mary Mondrus
- Production Support :
- Ellie Thwaites
- Production Support :
- Siddharth Baloni
- Creative Director :
- Becky Porter
- Creative Director :
- Bowe King
- 2D Lead :
- Scott Johnson
- 2D Lead :
- Renjith Raveendran
- CG Supervisor :
- Gaurav Mathur
- Motion Graphics :
- Corey Dimond
- Motion Graphics :
- Patrick Kipper
- Senior Colorist :
- Sparkle
- Commercial Producer :
- Casey Odell
- Audio :
- Heard City
- Audio Mixer & Sound Engineer :
- Elizabeth McClanahan
- Audio Mixer & Sound Engineer :
- Evan Mangiamele
- Managing Director/Partner :
- Gloria Pitagorsky
- Producer :
- Andi Lewis
- Executive Producer :
- Sasha Awn
- Executive Producer :
- Jackie James
- Composer :
- Penka Kouneva
- Talent :
- Taraji Henson
- Talent :
- Katie Couric
- Talent :
- Busy Philipps
- Talent :
- Lilly Singh
- Talent :
- Nicole Stott
- Stem Student :
- Brianna Acosta
- Stem Student :
- Jaila Brazzle
- Stem Student :
- Camille Chase
- Stem Student :
- Maria De La Torre
- Stem Student :
- Rebecca Hochma Fishe
- Stem Student :
- Autum Hudson
- Stem Student :
- Sara Kamine
- Stem Student :
- Marcha Kiatrungrit
- Stem Student :
- Olivia Lewis
- Stem Student :
- Christina Miller
- Stem Student :
- Myra Modregon
- Stem Student :
- Krystel Roche
- Stem Student :
- Janine Chua
- Stem Student :
- Manju Bangalore
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