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P&G Olay Play Could Shift Women's Products Advertising During Super Bowl

 
• By Eileen Francis

Olay skin care ad during Super Bowl with actress Sarah Michelle Geller could usher in era of for women’s products during the event. Marketing experts say as advertisers look to identify more with women’s issues and take on political or social bents, they should tie brands with messaging that is straightforward.

Procter & Gamble Co. for the first time is airing an Olay skin care spot during the Super Bowl, potentially ushering in more ads for women’s products during the broadcast that annually is among the most-watched worldwide.

The firm is adopting a lighter, more humorous tone for the 30-second Olay ad than it did for its recent controversial Gillette “The Best Men Can Be” advertising

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