Women Take Center Stage in Super Bowl LIX Advertising

Super Bowl LIX may have delivered an underwhelming game, but for female-focused advertising, it was a night to remember. While many brands relied on celebrity gimmicks and humour, the most impactful ads came from those that championed women, inclusivity, and purpose-driven messaging—a striking contrast to previous years.

A Bold Comeback for Nike

After 27 years away from the Super Bowl spotlight, Nike made a powerful return with its ad, So Win, featuring Jordan Chiles, Caitlin Clark, and Sha’Carri Richardson. Narrated by rapper Doechii, the black-and-white spot confronted sexist stereotypes, showing female athletes shattering barriers and filling stadiums despite being told they "can’t.”

Nike’s ad stood out not just for its stunning visuals but for owning the moment in a climate where gender equality in sports is under scrutiny. It was more than a commercial—it was a cultural statement. The ad won the prestigious Super Clio Award, with marketing experts praising its bold stance on gender equity.

"Nike understood the moment we’re in and owned it. In a season when gender equity is under attack, they didn’t tiptoe—they took a stand." – Dara Treseder, CMO of Autodesk

Women’s Health Takes the Spotlight

Beyond sports, women’s health was a key theme of the night. Novartis shocked viewers with Your Attention, Please, an ad that initially appeared objectifying before shifting to an urgent message about breast cancer screenings, delivered by comedian Wanda Sykes.

Dove also tackled women’s confidence with a poignant ad showing a carefree three-year-old running joyfully, only to reveal that girls’ self-esteem plummets by adolescence.

While these ads lacked the flashy production of their competitors, they resonated deeply with viewers, proving that simple storytelling can be just as impactful as celebrity-driven humour.

Flag Football and the Future of Female Athletes

The NFL itself leaned into gender inclusivity, with one of its ads promoting flag football as a growing option for high school girls. This push aligns with the NFL’s increasing female viewership, a trend largely credited to Taylor Swift’s influence on the sport’s popularity.

While Swift had a low-key night, her presence was felt in the shift toward ads targeting women, proving that female fans are a powerful force in shaping the game’s culture.

A Win for Women

In a historic milestone for the NFL, Autumn Lockwood, the Philadelphia Eagles' Assistant Performance Coach, became the first Black woman to win a Super Bowl. This achievement underscores the evolving landscape of professional football, highlighting the increasing contributions of women in coaching roles.

While some brands struggled to break through, Nike, Novartis, and Dove proved that purpose-driven marketing still has a place in the Super Bowl lineup. The rise of female-focused storytelling reflects a shifting audience and a growing demand for more meaningful representation in advertising.

Super Bowl LIX may not have been the most thrilling game on the field, but for women in sports, health, and advertising, it was a night of victories.