Four ads that didn’t ignore it
Nearly half of this year’s Super Bowl audience was expected to be women, but advertisers skipped the gender discussion like a bad pre-roll video. The game generated ad revenue equaling the GDP of a small country (estimated $414MM), but noticeably absent were messages of empowerment that resonated in years past. Where were the moments like Always’ #Likeagirl or Goldiblox? Brands with celebrities and a sense of humor were the clear winners. A formula that kept brands in the safe zone.
But while most ads were targeted toward men, organizations like The 3% Conference and The Representation Project, recognized brands that exercised inclusion and diversity (and called out those who didn’t). They rallied ad pros across events in San Francisco, New York, Boston, Denver, Los Angeles, Miami and at home nationwide to evaluate ads using a three-step test that asked:
- Is there a woman?
- Is she defying stereotypes?
- Is she the hero?