Thanks to the ad campaigns of the last few decades, fans of professional football have become conditioned to associate the pigskin with bare skin. Who can forget the team
of bikini-clad Swedes repelling down the mountain, the catfight
that rendered its opponents half-naked inside a fountain and then (naturally) a mudpit, and, more recently, a writhing supermodel
sent into the throes of ecstasy by a low-budget hamburger.
But something different is happening this year. Suddenly, the "disruptive ideas" conceptualized in copywriters' brainstorming sessions don't call for the next generation Doritos Girl or set of blonde twins. Perhaps they've read the demographic data that nearly half
the viewers of last year's Super Bowl were women, or had some kind of collective epiphany that not all the men watching the big game are stuck in arrested prepubescence.
Even notoriously tacky GoDaddy has swapped out the swimsuit-model-sucking-face-with-the-nerd
trope for a stampede of male bodybuilders
on its way to a spray-tanning salon run by, get this, a normally dressed woman.
A lady owning a business and
she's wearing all of her clothes? What's going on here?
But, wait, it gets better. In another spot called What's Your Dream?,
GoDaddy will give a real female employee a televised platform to quit her job in front of her boss and an audience of well over 100 million people. (See teaser video below.)
The #NotBuyingIt hashtag is the force behind much of this sea change. The Twitter
(NYSE:TWTR) campaign, launched by nonprofit The Representation Project
, targets brands that use "offensive, gendered, hyper-sexualized images in their advertising." During last year's Super Bowl, @GoDaddy alone was the target of 7,500 #NotBuyingIt tweets.
Deciding it unwise to alienate an entire gender from its customer base, the domain-hosting company reached out to The Representation Project and asked for advice. It apparently went something like "Try to add another dimension to women beyond their boobs" because GoDaddy said
it pledged "not to use sexualized images of women this year."
Now the Representation Project has streamlined the process of calling out sexist advertising for the 47th game with its brand-new #NotBuyingIt app
Women may have scored their biggest Super Bowl XLVIII ad victory in the GoldieBlox commercial set to air during the third quarter. GoldieBlox, the two-year-old start-up that makes construction and engineering toys aimed at girls, won a contest
sponsored by software giant Intuit
(NASDAQ:INTU) for a professionally produced, 30-second commercial that will debut on one of the highest-rated TV events of the year.
"We still can't believe that we won. We were all crying when we found out," said Debbie Sterling, founder of GoldieBlox.
The effective spot, called Hear Us Roar
, shows a band of girls running at dawn in slow motion while throwing "girly" toys like dolls and teddy bears in the air and is set to a chorus of girls humming the 2001: A Space Odyssey
Intuit footed the entire bill for the pricey time slot -- estimated at $4 million
-- and will make GoldieBlox the first small company in history to air a Super Bowl commercial.
We can only hope this does indeed represent the dawn of a new era in advertising and that these girls don't grow up to fight each other in mud pits over their preferred brands of light beer.
No positions in stocks mentioned.
The information on this website solely reflects the analysis of or opinion about the performance of securities and financial markets by the writers whose articles appear on the site. The views expressed by the writers are not necessarily the views of Minyanville Media, Inc. or members of its management. Nothing contained on the website is intended to constitute a recommendation or advice addressed to an individual investor or category of investors to purchase, sell or hold any security, or to take any action with respect to the prospective movement of the securities markets or to solicit the purchase or sale of any security. Any investment decisions must be made by the reader either individually or in consultation with his or her investment professional. Minyanville writers and staff may trade or hold positions in securities that are discussed in articles appearing on the website. Writers of articles are required to disclose whether they have a position in any stock or fund discussed in an article, but are not permitted to disclose the size or direction of the position. Nothing on this website is intended to solicit business of any kind for a writer's business or fund. Minyanville management and staff as well as contributing writers will not respond to emails or other communications requesting investment advice.
Copyright 2011 Minyanville Media, Inc. All Rights Reserved.