So it turns out that Skittles wasn’t the first brand to break the mould with a musical. Last year, Olay worked with digital media company, PureWow, to produce the viral musical numbers I Can’t Wait to Wash My Face, the Musical and the Holiday Musical: Have You Heard About…?
The first video accumulated more than 10 million views and the second, 4 million on YouTube. Deservedly. Their blend of musical kitsch and unashamed product placement is definitely worthy of two views in a row and a share, or three, with friends. Admittedly, YouTube isn’t Broadway. But all hail to Olay for the idea…and the humour. It’s a shame, really, that Olay was beaten to the (off-)Broadway stage.
Olay has hit off-Broadway at last. 50th Street to be precise, but Broadway worthy if it followed its video script. The 43 minutes show, Olay Live: The Road to Glow, opened – and closed – on April 9. Sadly, it was a one night only performance.
Actress Hannah Rose, who starred in the original spots, played Steph in the musical, supported by Dear Evan Hansen original cast member, Kristolyn Lloyd, and Ana Gasteyer, from Saturday Night Live.
The story is about a woman who lost her “glow” until Olay Whips moisturizer, supportive friends and Gasteyer as The Skin Advisor, come to help.
Tickets were not sold for the show. Instead, fans who posted videos singing along or lip syncing to one of the existing Olay tunes put themselves in the draw eligible to win an all-expense paid trip for two to New York to see it, while a lottery for free tickets at TodayTix.com filled the rest of the seats.