What’s going on?
With female Super Bowl viewership at an all-time high (thanks, Taylor), advertisers are changing the ‘big game’ playbook.
For years, Super Bowl advertising has catered to the male gaze, dominated by sports, beer, and automotive brands. 2024 marked a turning point, with beauty brands like e.l.f. Cosmetics and NYX running commercials to capitalize on the attention of Swifties. While Taylor Nation and female-forward ads were still ever-present this year, there was a notable shift in brands’ approaches. Women were no longer just a targeted demographic but were central to the narrative and at the heart of many campaigns across industries.
- WeatherTech’s “Whatever Comes Your Way ” put a group of adventurous older women in the drivers’ seat, representing resilience and ambition at any age.
- Lay’s “The Little Farmer” told the story of a young girl’s journey as an aspiring farmer, bringing visibility to women in the agriculture industry.
- The ladies commanded attention in Novartis’ breast cancer screening commercial featuring cancer survivor, Wanda Sykes.
- Dove’s #KeepHerConfident campaign continues to tackle the issue of self-esteem in sports, emphasizing the power of positive body talk to help young girls stay in the game.
- And the NFL + Nike ads celebrated female athletes and the overall importance of equal representation in sports. Nike’s ad was history-making, marking its first Super Bowl commercial since 1998 and quickly becoming its most watched video in record time.
What’s The Link?
Brands are increasingly recognizing that inclusivity isn’t just good ethics – it’s good for business.
Women drive an estimated 70-80% of consumer spending yet have long been underrepresented by many industries. Super Bowl 2025 showed how brands are not only meeting women where they are but celebrating their spot on the team. This year’s ads broke stereotypes, challenged societal limitations, and confronted stigmas in ways that felt authentic and compelling. They didn’t just defy norms and check boxes — they raised the bar for how brands can genuinely connect with and empower diverse audiences through authentic representation.
How can healthcare brands get in the game?
- Redefine gendered role narratives. Showcase men as caregivers or women as surgeons.
- Challenge outdated perceptions of aging. After all, Unlock’s Consumer CompassTM survey found that 48% of Boomers (the highest of all generations!) say they feel younger than their age.
- Address systemic disparities in healthcare, such as the underrepresentation of women in medical research and the care inequities often experienced by women of color.
- Encourage open conversations about stigmatized conditions, such as those related to mental health, reproductive health, or disabilities.
- Empower patients to take charge of their health journey by making them the protagonist of their own stories. As Unlock’s Chief Creative Officer, Jim Larmon, said “Real human stories are at the heart of healthcare.”
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