Procter & Gamble’s Olay is back in the Super Bowl with a commercial, created by Badger & Winters, that continues the brand’s commitment to inspire women to “Face Anything.”
Inspired by the first all-female space walk last year, Olay’s spot stars Lilly Singh and Busy Philipps who take a trip into outer space with retired astronaut Nicole Stott. Their space mission is overseen by Mission Controller Taraji P. Henson and reported on by news anchor Katie Couric.
Directed by Jamie Babbit via production house Independent Media, the ad puts this crew of women on the quest to #MakeSpaceForWomen.
Madonna Badger, chief creative officer of Badger & Winters, said, “The Super Bowl is advertising’s biggest night, which is why we wanted to go big as well. With ‘Make Space for Women,’ we loved combining a bit of wordplay with the very serious world of science and technology—a world, by the way, that continues to exclude women in large numbers. We’re very excited to partner with Olay to help change that and thrilled to be working with so many talented women behind the camera.”
Credits
Client P&G/Olay Agency Badger & Winters Madonna Badger, founder, chief creative officer; Jim Winters, president; Natalie Troubh, managing director; Celeste Holt-Walters, head of production; Grace Chu, executive creative director; Matthew Scott, Kristen Murphy, James Best, associate creative directors; Nate McCain, art director; Julie Amenta, sr. producer; Willem Koppel, producer. Production Independent Media Jamie Babbit, director; Janusz Kaminski, DP; Susanne Preissler, executive producer/managing director; Liam Ahern, exec producer; Fern Martin, head of production; Denise Roccietti, line producer; Steve Saklad, production designer; Chris Berger, 1st A.D.; Leslie merlin, 2nd A.D.; JoEllen Redlingshafer, Hayley Adams, punch up writers. Glam Choo-Choo Kim, Roseanne Fiedler, costume designers; Kindra Mann, Aaron Paul, Ashunta Sheriff-Kendricks, makeup; Isaac Prado, hair & makeup. Kristin Heitkotter, Chad Wood, Tymothy Wallace, hair; Nettie Davis, manicurist. Editorial Arcade Edit Kim Bica, partner/editor; Sila Soyer, partner/exec producer; Ellen Lavery, Sarah Schachte, post producers; Chris Angel, Chris Messier, assistant editors; Scott Pallo, After Effects. VFX/Finishing The Mill Anastasia von Rahl, exec producer; Katherine Maidment, producer; Mary Mondrus, production coordinator; Ellie Thwaites, Siddharth Baloni, production support; Becky Porter, Bowe King, creative directors; Scott Johnson, Renjith Raveendran, 2D leads; Gaurav Mathur, CG supervisor; Corey Dimond, Patrick Kipper, motion graphics. Color Technicolor Sparkle, sr. colorist; Casey Odell, commercial producer. Audio Heard City Elizabeth McClanahan, Evan Mangiamele, audio mixer/sound engineer; Gloria Pitagorsky, managing director/partner; Andi Lewis, producer; Sasha Awn, Jackie James, exec producers. Music Penka Kouneva, composer. Talent Taraji Henson, Katie Couric, Busy Philipps, Lilly Singh, Nicole Scott. STEM students: Brianna Acosta, Jaila Brazzle, Camille Chase, Maria De La Torre, Rebecca Hochma Fisher, Autum Hudson, Sara Kamine, Marcha Iatrungrit, Olivia Lewis, Christina Miller, Myra Modregon, Krystel Roche, Janine Chua, Manju Bangalore, Christina Michalov.
Following World AIDS Day, which was celebrated on December 1, co-production companies Central Films and Freelance For track one man’s existential, and potentially career-altering, decision to “come out” as living with HIV in Spain in this public service spot titled “The HInVisible Celebrity.”
Out of agency Señora Rushmore for ViiV Healthcare Spain, in collaboration with GESIDA, SEISIDA, and Apoyo Positivo, the PSA--directed by Rodrigo García Sáiz via Central Films Spain--addresses the stigma against publicly living with HIV in Spanish society. In the more than 40 years since the first case of HIV appeared in Spain, no public figure in Spain has claimed to have HIV. Viiv Healthcare Spain asks, if there are 150,000 people with HIV in Spain (or approximately 1 in 300), why don’t we know anyone with HIV?
The central character, who dons a mask of television-pixelated anonymity, gives himself an introspective pep-talk ahead of announcing his status to the Spanish public. Along the way, he wonders what will become of his career, and reputation in general, even as he recognizes that his declaration could change Spain’s cultural landscape for the better and for all of those in Spain who live with HIV every day. As no public figure in Spain has ever announced living with HIV--due to fear of public rejection--this character realizes that such a role model could change that.
The character has already begun building social media awareness with his Instagram profile, @famosoinvihsible, which began cataloging his life as a public figure earlier this fall. Still, though, the figure either leaves himself out of the picture, faces away from the camera, or dons the pixelated mask associated with anonymous admission. “The HInVisible... Read More
