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.
Lead agency Serviceplan’s new cross-media campaign for Lufthansa, “All it Takes is a Yes,” includes this short film which follows a protagonist who is magically transported from her daily office life to dream destinations with just a simple tap on the Lufthansa app.
We accompany her on a wonderful journey, discovering inspiring local experiences along the way. We see her at a dumpling shop in Shanghai, swimming in the turquoise waters near Rio de Janeiro, grabbing a sandwich at a New York deli, exploring the bustling streets of Mumbai, dancing at a wedding party in Rome and marvelling at the desert in South Africa. Along the way she connects with a character who’s seemingly following her. Inspired by magical realism, director Niclas Larsson via production house Iconoclast has crafted a stunning visual journey that perfectly blends reality and dream.
The campaign was developed and implemented by an international Serviceplan team under the creative lead of Serviceplan Germany chief creative officer Till Diestel, and global executive creative directors Erick Barrios Hernández and Wolfgang Warzilek.
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