If you’ve ever been called “too” something—too much, too ambitious, too emotional, whatever—you know it can be a gutting experience. The insult is apparently so common, women told Olay, they’re tired of hearing it. So instead of ignoring the “too” question, Olay decided to cross it out in the creative of its new campaign from creative shop Badger & Winters, in essence de-emphasizing the “too” and encouraging women to be themselves.
“We’ve talked to a lot of women, across many different ages and mindsets, and the commonality we’ve heard is that women are tired of being judged,” explained Sara Diepenbrock, Olay senior brand manager. “That’s the underlying theme throughout all of the creative, whether it’s too this or too that.”