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+--- Thread: Discussion Super Bowl ads (/showthread.php?tid=680)
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Super Bowl ads - ShameMustChangeSides - Feb 9 2025
I just generally enjoy Super Bowl ads and I want to discuss them.
The one about screening for breast cancer has me puzzled and unsure how to feel about it.
Anyone else watching Super Bowl LIX tonight?
RE: Super Bowl ads - Iota Aurigae - Feb 9 2025
I don't watch football, I may need some context
RE: Super Bowl ads - sweetpea - Feb 9 2025
Yeah that one felt a little objectifying. I was wondering when it was going to get to the point.
RE: Super Bowl ads - ShameMustChangeSides - Feb 9 2025
(Feb 9 2025, 7:45 PM)sweetpea Yeah that one felt a little objectifying. I was wondering when it was going to get to the point.
I kinda got what I think they were aiming for but I just think, knowing the audience, it would never land.
Like they were sexualizing breasts to encourage people to stop sexualizing breasts and think about healthcare? It was just strange.
RE: Super Bowl ads - ShameMustChangeSides - Feb 9 2025
(Feb 9 2025, 7:38 PM)Iota Aurigae I don't watch football, I may need some context
I can't find the full commercial right now but this is the gist. There was an uncomfortably long segment focusing the camera in on breasts, women trying on bras, etc, and then "let's give breasts the attention they deserve and do breast cancer screenings."
https://youtu.be/2NpufOByFFU?si=Jj78jgkOV9ApiaV4
RE: Super Bowl ads - Clover - Feb 10 2025
I also wasn't able to find any videos of the ad, but I found this article: https://www.adweek.com/convergent-tv/hailee-steinfeld-wants-attention-novartis-super-bowl-ad/
Quote:“Let’s give breasts the attention they deserve most,” Hailee Steinfeld initially declared in the Novartis Super Bowl ad teaser.
Now, Steinfeld is back, along with cancer survivor Wanda Sykes, in Novartis’ first Big Game ad. The 60-second commercial, titled “Your Attention, Please,” puts a spotlight on breast health in a somewhat unconventional way.
[...]
According to Horwood, the ad isn’t trying to be provocative with its cheerleaders and partygoers. Instead, it’s trying to “just remind people that everybody spends a lot of time thinking about breasts, but maybe we should pay attention when it matters most.”
Horwood explained the goal of the ad was to drive action, especially with cancer on the rise and women who are eligible for mammograms regularly skipping them. The CMO said the company’s sports advertising had a lot of success with driving outcomes, so the company is hopeful the ad will get a mass audience of women to the website YourAttentionPlease.com for a quiz and information.
What confuses me, is when I tried to look up "Novartis ad", I found some other ad about rheumatoid something something with a popular male singer talking about what looked like back pain? So what does this "Novartis" have to do with breast cancer..? Oh, Novartis is a pharmaceutical company.
RE: Super Bowl ads - drdee - Feb 10 2025
(Feb 10 2025, 2:02 AM)Clover I also wasn't able to find any videos of the ad, but I found this article: https://www.adweek.com/convergent-tv/hailee-steinfeld-wants-attention-novartis-super-bowl-ad/That reminds me of this ad:
Quote:“Let’s give breasts the attention they deserve most,” Hailee Steinfeld initially declared in the Novartis Super Bowl ad teaser.
Now, Steinfeld is back, along with cancer survivor Wanda Sykes, in Novartis’ first Big Game ad. The 60-second commercial, titled “Your Attention, Please,” puts a spotlight on breast health in a somewhat unconventional way.
[...]
According to Horwood, the ad isn’t trying to be provocative with its cheerleaders and partygoers. Instead, it’s trying to “just remind people that everybody spends a lot of time thinking about breasts, but maybe we should pay attention when it matters most.”
Horwood explained the goal of the ad was to drive action, especially with cancer on the rise and women who are eligible for mammograms regularly skipping them. The CMO said the company’s sports advertising had a lot of success with driving outcomes, so the company is hopeful the ad will get a mass audience of women to the website YourAttentionPlease.com for a quiz and information.
What confuses me, is when I tried to look up "Novartis ad", I found some other ad about rheumatoid something something with a popular male singer talking about what looked like back pain? So what does this "Novartis" have to do with breast cancer..? Oh, Novartis is a pharmaceutical company.
https://www.telegraph.co.uk/news/2023/11/20/cervical-cancer-campaign-women-legs-crossed-offensive/
'let's put a little sex in there, that'll get 'people' to pay attention'...like women react to 'sex' in ads the same way men do.
RE: Super Bowl ads - skunk - Feb 10 2025
"....everybody spends a lot of time thinking about breasts, but maybe we should pay attention when it matters most.”
Everybody doesn't spends lots of time thinking about breasts, what? To me, this just felt like another excuse to objectify women tbh. The "save the tatas" stuff never sat well with me considering it's not the breasts we need to save, its the women. As a matter of fact, sometimes getting rid of the "tatas" is exactly what needs to happen to save said woman, so save the tatas always came off as "the women's tits are way more important than she is, God forbid she doesn't have enough boob!!". Just came off really tone deaf to me. I dont think id feel great about these advertisements and slogans if I was a woman who had to have a mastectomy because of breast cancer.
RE: Super Bowl ads - Possum - Feb 10 2025
(Feb 10 2025, 2:11 AM)drdee That reminds me of this ad:Omg that ad makes me want to scream. If they want more cervical cancer screenings maybe try designing a pap smear that doesn't feel like medieval torture? Maybe push for better trauma-informed care? There's 0 recognition of how uncomfortable those tests are (especially for assault survivors) just endless scolding and shaming. So many women are uncomfortable with gyno procedures due to trauma and it's beyond tone deaf to tell them to just open their legs.
https://www.telegraph.co.uk/news/2023/11/20/cervical-cancer-campaign-women-legs-crossed-offensive/
'let's put a little sex in there, that'll get 'people' to pay attention'...like women react to 'sex' in ads the same way men do.
Also honestly I could give the same criticism to the superbowl ad. Women do not like being sexualized by the medical field! How are women supposed to feel comfortable getting breast screenings when it's all about sexy cleavage? I don't want the medical field to be fun and sexy about breasts I want them to be respectful and take it seriously. Imagine an ad for prostate cancer that looked like Magic Mike and turned the whole thing into saving man butts because butts are sexy.
RE: Super Bowl ads - Elsacat - Feb 10 2025
These ads and campaigns seem like they're targeted to women but are done in a male-gazey style so as not to upset men. Breast cancer awareness in MY manly man Super Bowl? Nahhhh, let's have them jiggling jugs just to make sure the boys are ok with seeing the ad. Serious discussion of cervical cancer? Ewwww! Let's talk about uncrossing shapely legs instead, that'll keep the men pacified.
I think men would probably be just fine with the "Magic Mike" approach to a prostate cancer ad, because it would probably make men think that prostate cancer awareness and prevention is sexy and their woman will want them more if they make that doctor appointment and get it checked. Sex sells, but let's be honest, it sells mostly TO men and to make selling to women tolerable FOR men.