“Not your Mamá’s Olay” TV Spot

Roll: Art Director
Agency: the community us
Client: Olay - P&G
Challenge: Olay had an age problem. USH women are 2.5x more likely than their mass-market peers to believe Olay is for “older women.” How do we use cultural and emotional triggers to shift buyers into a more proactive mindset? 
Result: “Not your mamá’s Olay.” A bilingual Hispanic-focused TV spot that speaks to the false perception that Olay creams are for older people using the insight of how Latinas hold their moms as their beauty standard. This is the same cream their moms have trusted for so long to stay looking young but with a new and improved, lighter formula. Why would you not use your mom’s secret recipe for great-looking skin?
The casting of our main character and the photo of her mom at the end of the spot is a real family that has used Olay to keep the good-looking skin within the family. We did very minimal color correction and no skin retouching of any kind.

In the case study video, you see how we tested our original story against a direct translation in Spanish of a TV spot that was already producing successful results for the general market. The excellent results show how speaking directly to our audience with real insights that strike their cords makes such a big difference.