This year’s Super Bowl LIII is shaping up to be the year of the woman, Ad Age reports.
Ad Age analysed Super Bowl ads over the last several years and found that this year’s run of ads is by far the friendliest to its female audience.
As of Wednesday morning, 12 female celebrities have appeared in Super Bowl ads, compared with 23 of their male counterparts.
This is in comparison with Super Bowl LII, which featured 44 male celebrities in commercials and only 12 females.
While there is still a long way to go in terms of equal representation of genders and how women are portrayed in ads, brands advertising at this year’s Super Bowl are shaping up and focusing on themes of gender equality and female empowerment.
Toyota, Bumble, Procter & Gamble’s Olay and Michelob Ultra are just some of the brands featuring women in lead roles in their Super Bowl ads.
Though there are still more than double the amount of men featured in leading roles in this year’s ads – 27 men compared with 13 women – it’s a positive start for brands looking to connect with both a male and female audience.