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Queer visibility in the Super Bowl commercials!
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Nine ads that aired during Super Bowl LIX showcased LGBTQ+ people.
These featured out figures included Michelle Rodriguez (Häagen-Dazs), Dan Levy (Homes.com), Drew Barrymore (MSC Cruises), Sha'Carri Richardson (Nike, with a Doechii voiceover), Wanda Sykes (Novartis), Jake Shane (Poppi), and Aubrey Plaza (Ritz).
Another religious-themed ad, "He Gets Us," also featured an image from a Pride parade. However, GLAAD notes in a release that the campaign has past ties to the Servant Foundation, which funds the anti-LGBTQ+ group Alliance Defending Freedom.
GLAAD, an LGBTQ+ media watchdog, also noted how queer visibility in Super Bowl ads dipped by one spot this year compared to last — and, like the prior Super Bowl, had no trans representation. Additionally, "brands continue to miss opportunities to capture consumers by relying on LGBTQ celebrities as spokespeople without additional storytelling," the release states.
"The data shows time and time again that featuring LGBTQ people in ads is important — as agreed upon by industry executives and the general public," says GLAAD CEO Sarah Kate Ellis. "While diversity decreased across this year's Super Bowl ads, companies that want to attract new consumers and employees will learn that inclusion in advertising and public communications will accelerate long-term business success."
Scroll through to see this year's lineup of LGBTQ-inclusive ads below.
Häagen-Dazs
Häagen-Dazs had "Not So Fast, Not So Furious" featuring Michelle Rodriguez.
He Gets Us
"What Is Greatness," by He Gets Us, featuring an LGBTQ+ Pride parade.
Homes.com (1/2)
"Not Saying We're the Best," by Homes.com, featuring Dan Levy.
Homes.com (2/2)
"Still Not Saying We're the Best," by Homes.com, featuring Dan Levy.
MSC Cruises
"Let's Holiday on MSC Cruises," by MSC Cruises, featuring Drew Barrymore.
Nike
"So Win," by Nike, featuring Sha'Carri Richardson (and voiceover from Doechii).
Novartis
"Your Attention, Please," by Novartis, featuring Wanda Sykes.
Poppi
"Soda Thoughts," by Poppi, featuring Jake Shane.
Ritz
"Salty Club," by Ritz, featuring Aubrey Plaza.