This Year’s Most Female-Unfriendly Super Bowl Ads

by Intern Maura

We all know a Super Bowl just ain’t a Super Bowl without the sexist ads. Never mind the fact that just as many women watch the Super Bowl as men, and that a lot of them especially like to tune in to watch the commercials—nope, plenty of companies remain members of the “boobies = $$$” school of thought. This year, though, the organization Miss Representation started the #NotBuyingIt hashtag on Twitter, encouraging users to point out which ads were especially demeaning to women. Here are a few of them:

For Teleflora, Adriana Lima imparts some advice: “Give…” (flowers) “and you shall receive…” (sex).

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For Kia, Adriana Lima simply appears in a man’s dream, alongside a giant sandwich, more scantily clad babes, and a really fast car (whereas, the woman’s dream is of her being swept off her feet by a Prince Charming type and subsequently riding a horse off into the grassy distance? I’m pretty sure I’ve had dreams about giant sandwiches, but never horses and green hills).

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For Doritos, a girl who for some reason has nothing better to do than sit and bother her boyfriend while he watches football, can’t get him to pay attention to her. So she steals his bags of Doritos and pours them over her naked body in bed. Then the guy walks into their bedroom on the prowl for his beloved neon orange snack, makes a cartoon-jaw-drop face, and pounces on her. Huh. So that’s how to make boys pay attention to us! Why is that advice never in Cosmo?

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THE GODADDIES, inexplicably starring Danica Patrick, the most successful female racecar driver.

1. Left these for the end because it’s not as though anyone expected anything actually clever (or just not sexist) from them. For one GoDaddy ad, Danica Patrick and Jillian Michaels paint a naked model with GoDaddy logos while explaining the benefits of a dot-CO domain. Because that makes sense.

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2. In the other, Danica Patrick and the Pussycat Dolls take two gape-mouthed boys up to GoDaddy’s Internet Cloud—where she explains some stuff to them about the product but WHO CARES THERE ARE HOT WOMEN AROUND HIGH FIVE. Then, when the boys ask, “Is this…heaven?” Patrick responds, “No…this is,” while a beam of light emerges from her genitals. 

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What do you think about these ads? If you tuned in on Sunday, were there any other ads you thought were notably offensive?


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