This 30-second spot by David Miami for Kraft Heinz. That commercial, titled, “We Believe,” asks men to teach each other to behave better, and features instances of sexual harassment and boys fighting. In Devour’s first-ever Super Bowl ad, a despondent girlfriend reconciles with her boyfriend’s addiction to porn. Procter & Gamble, a long-time Super Bowl advertiser, told the Cincinnati Enquirer it would not air its controversial new Gillette shaving ad. Watch this commercial from the 2016 Super Bowl that features a herd of sheep singing Queens Somebodys to Love to express their feelings for the Honda.
That ad was made by a predominantly female team and commissioned by Anheuser-Busch's vice president of marketing, Azania Andrews, who told Advertising Age, "First and foremost, as a woman in marketing, a woman in beer, with all the conversations around diversity, I feel that I want to use my power for good and I feel a responsibility to try to create equity in the industry by creating opportunities for women." The former “Sex and the City” star plays her character, Carrie, trading her signature Cosmopolitan cocktail for a Stella Artois, while Kravitz stars in a spot for Michelob Ultra. Sarah Jessica Parker and Zoe Kravitz underscore just how far things have come: They both appear in beer ads. He sees more companies looking to take a stand, following the reaction to Nike’s campaign featuring Colin Kaepernick. “Bumble is using Serena and taking her reputation to translate female empowerment, with women making the decisions,” noted Alex Siddall, group strategy director at Initiative ad agency. "We are seeing the death of sex appeal in Super Bowl ads," Charles Taylor, professor of marketing at Villanova University School of Business, told NBC News. Super Bowl audiences had mostly positive reactions to Audi’s "Daughter” commercial, featuring a young girl competing against boys in a soapbox derby with a final call for equal pay and Procter & Gamble’s award-winning, “Like A Girl,” from 2014. With almost half the audience made up of women, it makes sense to run female empowerment ads - all the more so, given that they have performed well in previous years, both with men and women. Website domain registry company GoDaddy ran especially provocative spots - one year featuring supermodel Bar Refaeli making out with a young tech nerd, something that would seem unthinkable in today’s climate. Yet not so long ago, Super Bowl ads were largely aimed at male viewers, and the commercials were typified by sexist beer ads. While the NFL's audience typically skews male, viewership of the Super Bowl is almost evenly split between men and women, according to Nielsen data.
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