Advertising at the Super Bowl is the big time. Creative agencies dream of getting a client with a budget and an imagination big enough to attempt work that will hit the eyes of more than a hundred million people at once. For that reason, it’s a microcosm of what the advertising world is capable of. Men and women in advertising relish this opportunity. Everyone is here to show off, both their sales prowess and creative genius.
Last year, the Super Bowl ads were political. This year, they were…lame? With #metoo and #timesup movements, the political climate is ripe with feminism and its steadfast opponents. Companies were hesitant to take a stance, and that makes sense—either way they may alienate consumers. This year, there weren’t many Super Bowl commercials selling through misogyny and sexy targeting, so that’s an improvement. I don’t know about you, but I’m happy to say goodbye to bikini beer commercials and yawn-worthy advertising that perpetuates gender stereotypes that don’t represent my experiences. But while I was happy to see that most agencies had steered clear of cliché and sexist advertising, I was incredibly disappointed to see a lack of any women.