While nearly half (45%) of NFL fans are women, according to Olay, only a quarter (27%) of past Super Bowl ads have actually starred women. This year, with Olay’s all-female cast, the brand is working to help close the gender gap in Super Bowl ads.
Honoring the Women of STEM
Eric Rose, associate brand director, Olay said, “We recognize that many industries have yet to reach gender parity, which is why we’re using our Super Bowl ad to feature fearless women who have been trailblazers in their own industries as a way to inspire people everywhere to get involved and support Operation #MakeSpaceForWomen. Olay believes that when we make space for women, we make space for everyone.”
According to the National Science Board, women make up half of the total US college-educated workforce, but only 28 percent of the science and engineering workforce. Olay thinks it’s time for a change. The brand will donate one dollar (up to $500,000) to Girls Who Code every time users tag @OlaySkin and use the #MakeSpaceForWomen hashtag on Twitter starting January 14 until 12:00am EST on February 3, 2020.
“Girls Who Code is thrilled to partner with Olay for this Super Bowl commercial and to celebrate last year’s historic all-woman spacewalk,” said Reshma Saujani, Girls Who Code founder. “This diverse, all-female cast is exactly what we want our girls to imagine when they think of careers in computer science. With the support of companies like Olay, and our millions of allies watching the Super Bowl, we’ll not only make space for women and girls in tech—we’ll give our girls the power and bravery they need to face anything, anywhere.”
Watch the teaser for the ad below.