Do Super Bowl Advertisers Get Female Humor?

By Crystal Markowski

In recent years there has been conversation around Super Bowl ads and their disregard for female audiences. Regardless of how sexist, crude, awesome, or ridiculous you think Super Bowl spots are, one thing is certain. Women are making up a larger portion of viewership for the NFL, and some advertisers are paying more attention to this growing audience.

While previewing the ads online (yes, you can do that now!), I was pleased to see one that was clearly targeted towards women. However, at the end of Dannon’s 30 second spot, my pleasure turned to disappointment. I had no laugh, not even an “I’m giggling in my head” reaction. The basic formula for the ad was to show a sexy man and sprinkle in some slapstick comedy. Though it was intended for women, this spot didn’t seem to actually consider women and how our sense of humor works.

To get their message across, advertisers shouldn’t just create an ad that shows a woman. They need to create one that speaks to her in her own language. Humor that appeals to a woman lets her laugh in an inclusive way. For her it’s about connecting through shared experiences and being able to say, “Oh! That happens to me too!” This weekend I’m hoping to see other female-targeted commercials that do a better job of connecting to women.

Tell us what you think. Does this spot get your sense of humor?

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