The Super Bowl has long been a cultural power play. This year, women moved to the centre of it.
As female viewership climbs, brands are shifting their priorities. According to the New York Post, over 58.8 million women tuned into the Super Bowl this year—a record high. That reflects a 9% increase year-on-year, outpacing overall audience growth of 7%.
This shift is significant. The NFL audience is no longer a singular demographic. Women are not an add-on segment; they are an important growth force. And the smartest brands responded with campaigns designed to reflect female ambition, confidence, humour and cultural influence.
Here are five that caught my eye.
1. Dove: “Hard Knocks”
Dove tackled a hard truth: girls drop out of sport at alarming rates due to body confidence struggles.
The film transitions through moments of doubt, then resilience. We see young athletes falter, regroup, and push forward. The emotional flow lands because it feels real.
The campaign builds on Dove’s Body Confident Sport programme, backed by research showing 45% of girls globally quit sport due to body image concerns. It also calls on parents and coaches to act as confidence-builders, not critics.
Strategic view:
- Aligns with Dove’s long-standing equity in self-esteem
- Uses data to anchor emotion in credibility
- Positions sport as a confidence multiplier
This was not opportunistic messaging. It extended brand purpose into one of the biggest media stages in the world.
2. NYX Professional Makeup: Cardi B and Duck Plump Gloss
NYX Professional Makeup brought cultural power. Featuring Cardi B in her first beauty collaboration, the ad leaned into boldness, colour and unapologetic self-expression.
Cardi exists on the brink of authenticity and spectacle. That duality mirrors NYX’s positioning: an accessible price point and fearless attitude.
The campaign extended beyond the broadcast with teaser drops and behind-the-scenes content across social platforms, amplifying reach among Gen Z and millennial audiences.
Strategic view:
- Celebrity choice reinforces brand personality
- Multi-channel rollout maximised impact
- Beauty framed as self-expression, not correction
NYX played offence. It owned cultural energy rather than chasing it.
3. e.l.f. Cosmetics: Judge Judy and Meghan Trainor
For e.l.f. Cosmetics, 2024 marked its first national Super Bowl ad. The casting was deliberate. Judge Judy, alongside the cast of Suits, represents authority and sharp wit for an older demographic. Meghan Trainor brings millennial relatability and pop appeal.
The humour bridged generations. The message was emphatic: beauty belongs to every woman.
Strategic view:
- Cross-generational casting broadens reach
- Comedy softens brand messaging
- Positions e.l.f. as inclusive yet culturally current
This was scale-building. A mass-media moment to reinforce that affordability and credibility can coexist.
4. KIA: “Perfect 10”
Kia delivered one of the most emotionally resonant stories of the night. A young female figure skater trains relentlessly, supported by her father. The narrative celebrates talent, resilience and paternal allyship.
Rather than centre the vehicle, Kia centred its aspiration. The car became part of the emotional infrastructure that supports ambition.
Strategic view:
- Human story over product demo
- Portrays fathers as active advocates
- Reinforces themes of perseverance and equality
It reframed automotive advertising through a lens of care and encouragement.
5. Booking.com: Book Whoever You Want To Be!
Booking.com leaned into transformation. Starring Tina Fey, the ad showcased multiple alter egos—luxury traveller, rustic escape-seeker, and adventure enthusiast. A twist cameo from Glenn Close elevated the humour.
The message: travel allows reinvention.
Strategic view:
- Female-led narrative from start to finish
- Humour makes empowerment feel accessible
- Positions travel as identity exploration
It captured a powerful tension: women do not travel to escape life; they travel to expand it.
The Bigger Picture
These campaigns reflect three structural changes:
Shift |
What It Means for Brands |
|---|---|
Women as the primary audience |
Strategy must reflect lived female experiences, not stereotypes |
Purpose with proof |
Emotional storytelling grounded in data to enhance credibility |
Cultural casting |
Talent selection now carries strategic weight, not decorative value |
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