An example of how an "old insight" can still be turned into a strong and relevant product concept.  The TV execution follows P&G's standard format with the insight followed by a compelling product benefit of a light weight and fast absorbing anti-aging cream that still claims to treat the 7 signs of aging, combined with SPF 15 protection.  The use of the feather imagery is simple and reinforces the benefit of the product. The idea was launched in 2016 as part of the Olay Total Effects range.  Early reviews on Amazon would indicate that Olay have another winner.