Olay is upping the fright factor on Super Bowl Sunday.
The P&G-owned beauty brand is advertising in the Big Game for the first time this year and shared its final spot today, after releasing two teasers last week. Sarah Michelle Gellar stars in the horror-inspired spot, which is in the vein of classic scary films she’s starred in like I Know What You Did Last Summer and Scream 2. The Saatchi & Saatchi-created, 30-second ad will run during the game’s first quarter.
In the ad, fittingly called #KillerSkin, Gellar and a male companion rush into their bedroom to hide from a masked intruder. She attempts to unlock her phone using Face ID to call for help. But it won’t work—which she realizes is because she’s been using Olay. When the masked man does enter the room, it’s not to kill the pair, but rather to compliment Gellar’s skin, saying, “Your skin is glowing. You could be a movie star.”
The Buffy actress said she thought the freaky approach was a unique take on Super Bowl advertising.
“I thought the concept was really fun and just such a great twist,” Gellar told Adweek of signing on to do the spot. “All you ever want to do in your life as an actor is have these moments that people remember. When I read this, I thought, ‘Oh, my god, this is going to be the kind of commercial that people remember and talk about the next day.’”
Olay wanted to get into the game this year in large part to increase the number of Super Bowl ads targeted toward women. Despite the fact that nearly half of NFL fans are female, only a quarter of Super Bowl advertising caters to them.
“It’s no secret that Super Bowl ads are predominantly male-centric,” Stephanie Robertson, brand director for Olay, said. “We wanted to change this dynamic by reaching women on TV’s biggest stage with a message that we hope viewers will find entertaining. Olay wants all women to be bold and empowered, and in a way, we’re doing just that, as a brand, by showing up in a place that is historically focused on men.”
Olay is also hosting its “Fearless Squad” ambassadors, including Aly Raisman, Kay Adams and Gellar, among others, in a special Olay-branded box at Mercedez-Benz Stadium in Atlanta.