Changing the Narrative: 4 Super Bowl Ads That Empower Women

US’ Jordan Chiles poses with the gold medal after the podium ceremony for the artistic gymnastics women’s team final during the Paris 2024 Olympic Games at the Bercy Arena in Paris, on July 30, 2024. (Photo by Lionel BONAVENTURE / AFP) (Photo by LIONEL BONAVENTURE/AFP via Getty Images)

A major hallmark of effective inclusive marketing is changing the narrative of incomplete stories, limited perceptions, and harmful stereotypes that run rampant in society and are reinforced through advertising. Brands have the power to not only influence what consumers do when it comes to what they buy, but also the way we think about and view both ourselves and others.

Brands That Empower Women

Four brands stood out during the big game for ads that changed the narrative for the better about women. These ads rank well because not only do they empower women, but they inspire others, including those who aren’t women to think and behave differently. They also do a good job of representation with casts that include women who are part of traditionally underrepresented and underserved communities, in an authentic manner that doesn’t feel like boxes were being checked.

1. Nike’s ‘So Win’ Super Bowl Ad

This ad had hit a nerve with so many because it named a persistent problem women have, not only in sports, but for any achievement they set out to accomplish. Too often, people set limitations on women and girls with expectations about how they are supposed to behave, what they shouldn’t expect to be able to do, what even what it means to be a woman.

The ad also featured an intentionally diverse cast of sports stars from various different sports, including gymnast Jordan Chiles, track sprinter Sha’Carri Richardson, soccer star, Sophia Smith, tennis player Aryna Sabalenka, and basketball players Caitlin Clark, A’ja Wilson, Sabrina Ionescu, and JuJu Watkins. The ad was also narrated by Grammy award-winning rapper Doechii.

2. Dove’s ‘These Legs’

The personal care brand has a long history with women’s empowerment, with a notable campaign over the years focusing on “real beauty.”

This Super Bowl ad that featured a little girl running, highlighted the harmful impact words, (and I’ll add the prevailing imagery that informs people’s opinions that lead to criticizing words) have on the ways in which people, particularly young women feel about themselves.

At the end of the ad, Dove highlights that at age 14, body image issues run rampant in young women, causing 1 in 2 girls to quit sports. It is implied that criticism about their body type plays a role.

3. NFL’s ‘Flag 50’

Another fun ad came from the NFL as it promoted flag football, and the league’s quest to make girls flag football available in all 50 states in the U.S.

The ad featured a diverse cast including former NFL players Marshawn Lynch and Pat McAfee, along with high school flag football star Ki’Lolo Westerlund.

The premise of the story is when a jock says “girls don’t play football,” and Ki’Lolo’s character proves him wrong with flair, skill, and a confident power that showcases girls can play football in a manner that makes football fans want to watch.

4. Novartis’ ‘Your Attention Please’

The pharmaceutical company leaned into society’s obsession with women’s breasts. It featured a diverse cast of women of different ethnicities, different body sizes, and even different breast sizes.

It even included what can sometimes viewed as a controversial practice of women breastfeeding their babies in public.

The message was universal, all kinds of women, and men who are into women, have an obsession with women’s breasts. But the twist that made the ad and the effectiveness of it so strong, was that we don’t give enough attention to breast health, specifically getting screened for breast Cancer.

Conclusion

These four Super Bowl ads demonstrated a significant shift in the way brands are approaching women in their marketing efforts. By changing the narrative and promoting inclusivity, diversity, and empowerment, these brands are inspiring a new generation of women and girls to believe in themselves and their abilities.

FAQs

• What was the main focus of the Super Bowl ads?
  The main focus was on changing the narrative about women and empowering them.
• Which brands stood out for their ads that changed the narrative for the better about women?
  Four brands stood out: Nike, Dove, NFL, and Novartis.
• What was the message of the Novartis ad?
  The message was universal, all kinds of women, and men who are into women, have an obsession with women’s breasts. But the twist was that we don’t give enough attention to breast health, specifically getting screened for breast Cancer.