Give her a voice
Nearly half of the Super Bowl audience is female. According to Forbes, in 2017 they accounted for 49% of viewers. Yet, during the game breaks, it is rare to see a brand that appeals to women and rarer still to see a woman as the star of the ad.
There was shift this year as women took prominent roles both in front and behind the camera. The best example of this was Bumble’s debut Super Bowl slot, ‘The Ball Is In Her Court’ by FlyteVu Agency & VMLY&R. The ad starred role-model Serena Williams, empowering women to make the first move and take control of their stories, in friendship, love and business. The app, which only allows women to make the first move, made an ad written by women, for women. A new spot for organic beer Michelob Ultra Pure Gold, ‘The Pure Experience’ by FCB Chicago, Zoe Kravitz starred in the lead role, while the ad was also produced entirely by a team of women.
Bumble weren’t the only brand to debut an ad for this Super Bowl, as Olay stepped up, marking the first time Proctor & Gamble had advertised a female beauty product during the Super Bowl. The campaign, ‘Killer Skin’ by Saatchi & Saatchi New York was teased in a series of movie-trailer esq slots starring Sarah Michelle Geller mirroring her lead role in the iconic horror trilogy Scream. Only, as the killer approaches, Gellar is unable to unlock her phone with facial recognition as her skin has become so rejuvenated.