Twitter Talks Back to Sexist Super Bowl Ads

Fiat's "Seduction" drags out a tired car commercial cliché: automobile = sexy woman.

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The Super Bowl is more than a game—it’s a chance to see some of the most expensive, over-hyped, and, yes, sexist commercials on television. But not everyone cheers when bikini-clad women fawn over nerdy office workers. This year, when advertisers used stereotypes and sex to hawk cars, flowers, and candy, viewers came up with a Twitter hashtag to broadcast their disgust: #NotBuyingIt.

According to Miss Representation, the organization that launched the hashtag, women make up about half of the Super Bowl’s audience and they’re more likely than men to tune in for the ads, rather than the game. Miss Representation notes that while they wield more household purchasing power than their male partners, 90 percent of women think advertisers don’t understand them. Super Bowl ads do an especially good job of missing the point by acting as though dudes are the only ones watching.

Thankfully, Twitter provides a place to talk back. Jenn Pozner, founder and executive director of Women In Media & News and author of Reality Bites Back: The Troubling Truth About Guilty Pleasure TV, says social media has “really changed the game” when it comes to challenging sexist advertising. “Last night, feminist media critics with a combined reach of literally hundreds of thousands replaced ‘mindless entertainment’ with active sharing of critical feedback and commentary,” she told me.

Shelby Knox, women’s rights organizer at Change.org, urged pissed-off viewers to create an online petition to take it beyond the Twitter-verse. “If enough voices object to an ad, then its makers will get the message that it’s not welcome on TV and it didn’t resonate with consumers,” she wrote on the site. The five ads below managed to outrage a lot of tweeps who are totally #NotBuyingIt.

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DONALD TRUMP & DEMOCRACY

Mother Jones was founded to do things differently in the aftermath of a political crisis: Watergate. We stand for justice and democracy. We reject false equivalence. We go after, and go deep on, stories others don’t. And we’re a nonprofit newsroom because we knew corporations and billionaires would never fund the journalism we do. Our reporting makes a difference in policies and people’s lives changed.

And we need your support like never before to vigorously fight back against the existential threats American democracy and journalism face. We’re running behind our online fundraising targets and urgently need all hands on deck right now. We can’t afford to come up short—we have no cushion; we leave it all on the field.

Please help with a donation today if you can—even just a few bucks helps. Not ready to donate but interested in our work? Sign up for our Daily newsletter to stay well-informed—and see what makes our people-powered, not profit-driven, journalism special.

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