Super Bowl: Watch How Teenage Girls Reacted to #LikeAGirl, Kim Kardashian and NFL Ads
The girls were a huge fan of Dove's dads campaign.
Super Bowl commercials tend to affect people in a variety of ways, and media literacy group Hatch sat down five 16-year-old girls to watch their reactions to a select group of the ads.
The teens reviewed commercials for Dove, Carl's Jr., Always, NFL and T-Mobile, rating them based on how pro-women they were.
Hatch is an initiative created by SheKnows, a women's lifestyle media platform. Hatch aims to teach children and teenagers how to create and consume media responsibly, as well as make content that can be used to inspire and enlighten adults.
Samantha Skey, the founder of Hatch, talked to THR about the Super Bowl ad survey. She said the five girls in the focus group were "extreme influencers" who come from different family backgrounds."
Skey said the Dove's dad campaign proved effective for the company's brand, since all of the girls said the ad made them like Dove better. "They were all extremely sympathetic to this idea that a dad caring is what makes him macho. It tugged at their heartstrings." Skey added that it shows that "this generation is ready for the gender stereotypes to be blown up."
"I thought it was interesting how unamused they were by Kim Kardashian and T-Mobile," said Skey. "They were like 'Ugh, this is stupid.' These are sophisticated New York kids. That was an ad that played for adults, but there was a mismatch for teens on that one.
The girls were very aware that the NFL ad was about domestic abuse. "They found the ad really horrifying but jumped immediately to the NFL should have fired the players who abused their spouses. We didn't prompt that."
Skey, who studies "femvertising" and its impact, said that there's been "more significant executive discourse on how women are being represented." She credits social media and realistic imagery within social media, together with Sheryl Sandberg's launch of her Lean In Collection of Getty Images. Of course, there's also the fact that brands who use femvertising have also seen positive financial outcomes for their brands.
"I think those different influences have converged to create an expectation of more positive role modeling in advertising," said Skey, adding that there may be a backlash coming for companies who use feminism in their advertising but aren't practicing the same values behind the scenes.
"I kind of hope the next wave of conversation is 'Are you walking the walk or are you taking advantage of the trend?'" said Skey. "That's where real change and real value impact will come from."