Why advertisers failed to represent the audience ADWEEK | Super Bowl
| | | | | | | | | | | | | | Super Bowl | | | | | | February 9, 2021 | | By Jameson Fleming | | |
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| | | Diversity in Super Bowl Ads Fails to Reflect the Audience | | | | | | | Late last week, I noticed something surprising among the cast of celebrities we knew were in the Super Bowl ads: They were mostly white and overwhelmingly men. When the remaining ads debuted on Sunday, things didn't change. Adweek's Richard Collings did a demographic breakdown and found: Just 14 public figures out of 67 were women.In terms of racial diversity, 42 were white, while 18 were African American, one was Asian American, one was Indian American, and at least five were multiethnic.Almost every community, save for white and African-American men, was either significantly underrepresented or absent.For the story, Collings spoke with a number of experts who explain what led to the ads failing to reflect the game's diverse audience. Oatly doesn't care if you hated its ad As one of the weirdest ads of the game, Oatly really piqued the interest of the agency and marketing communities. We already detailed how this ad came together, but now we've got the inside scoop on Oatly's philosophy before, during and after the Super Bowl. From big to small Often the same few agencies score the most spots, but occasionally we'll see some surprising (or small) agencies get three or more ads (VaynerMedia had three last year and David Miami had three in 2019 with just 46 employees). A familiar face, Wieden+Kennedy, led the way this year with five ads, including four for the AB InBev family of beers. On the other end of the spectrum, Special Group, a New Zealand-based agency with a new office in Los Angeles made a big splash, landing the opportunity to make Uber Eats' Super Bowl spot. Here's how that partnership came to be. | | | | | | |
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