The Los Angeles Rams and New England Patriots aren’t the only ones attempting to score this Sunday. Brands, both big and small, are using the opportunity to engage an expected 100 million viewers. And we’re going to tell them what we think: Do the brands’ ads foul, fumble, or successfully carry it over the goal line in their representations of diversity?
You’d think that brands spending $5 million to run a 30-second Super Bowl spot would want to appeal to all their potential consumers. Frustratingly, however, that’s often not the case.
This is the sixth year that the 3% Movement has spearheaded this tweetup, the point of which is to tell brands whether their portrayals of historically underrepresented or misrepresented groups make them #MediaWeLike or if we’re #NotBuyingIt. Since its founding by Kat Gordon in 2012, the 3% Movement has been building the case for more diversity in advertising leadership, and I’d say it’s succeeding. According to the 3% Movement, the number of female creative directors has risen from 3% to 11% in recent years.
The author, @2supersu, eager for kickoff and tweet up.
At Firewood, we’ve been embracing inclusivity and diversity since our start, because it’s not only the right thing to do, it’s smart business. Teams with unique perspectives generate innovative ideas faster, and create content that resonates better.
While increasing representation is a serious mission, it doesn’t rule out having fun. I’ve had a blast participating in the 3% Movement Super Bowl Tweet Up in person over the past few years. I’ve eaten pizza with smart, interesting people and heard points of view that expanded my thinking. Of course, it’s equally effective to tweet from the comfort of your own couch and we invite you to join us in giving brands a piece of our minds.
Just tweet using these hashtags: #Firewood3Percent, #MediaWeLike, #NotBuyingIt, and #3PercentSB.
If you’re interested in attending with me, you can register for the San Francisco event for free.
I’m excited to see which brands score touchdowns this year (Gillette, anyone?), and to see you online too!