A total of four LGBTQ inclusive commercials aired during this year’s Super Bowl.One of the most anticipated nights for commercial advertising aired commercials from M&M’s, Michelob ULTRA, Logitech, and Paramount+ all featuring LGBTQ icons like Lil Nas X, Dan Levy, Billie Jean King, and RuPaul. While the inclusive representation is something to celebrate, the 2020 Super Bowl aired a record-breaking 11 LGBTQ-inclusive ads from major brands like Amazon Alexa, Budweiser, Doritos, HGTV, Microsoft, Olay, Pop Tarts, Sabra, Tide, TurboTax, and Under Armour. The comparison makes this year somewhat of a shortcoming.
Of course, representation in commercials doesn’t establish LGBTQ equality, but the Super Bowl is one of the most watched events of the year with a total of 91.6 million people tuning in this year. “It can have a profound impact on LGBTQ visibility and acceptance, especially during cultural events like the Super Bowl,” GLAAD President & CEO Sarah Kate Ellis stated.
In May 2020, GLAAD partnered with Procter and Gamble (P&G) releasing the findings of their study “LGBTQ Inclusion in Advertising and Media.” The study’s results demonstrate that non-LGBTQ Americans are comfortable viewing LGBTQ images in the media and favor brands with LGBTQ-inclusive advertising. The study also found that inclusive media images can lead to greater acceptance and understanding among non-LGBTQ Americans. Prior to 2020’s record number of inclusive ads, LGBTQ people were largely unseen during the Super Bowl. Celebrities like RuPaul, Ellen DeGeneres and Neil Patrick Harris have been featured in Super Bowl ads over the years paving the way for younger generations, like Lil Nas X and Dan Levy to come in and carry the torch. Check out the iconic commercials below:
By Kelly Mutz
