Four ads aired during yesterday’s Super Bowl featured LGBTQ+ individuals, according to GLAAD’s Visibility Project.
Among the ads featuring LGBTQ+ people that were tracked by GLAAD were commercials for Google, T-Mobile, NBC and Peacock. Miley Cyrus featured in the T-Mobile commercial, while Kate McKinnon appeared in both the NBC and Peacock ads, alongside “Saturday Night Live” castmate Bowen Yang and John Cameron Mitchell respectively.
A fifth ad, this one for the vacation-planning website Vrbo, featuring a gay couple, aired during the pre-game coverage.
Although there were four ads aired, GLAAD stills calls on more advertisers to feature LGBTQ+ individuals and storylines in their commercials. “Major cultural events like the Super Bowl are incredible opportunities to increase LGBTQ visibility in the world of professional sports and in culture at large, especially at a time when proposed bills around the country target LGBTQ people in unprecedented numbers,” said GLAAD President and CEO Sarah Kate Ellis in a statement posted on the organization’s website. “The time is now for brands to step up and show they truly support our community by meaningfully spotlighting LGBTQ people and stories, not just during Pride Month but year-round, especially on advertising’s biggest night.”
The lack of LGBTQ+ visibility in commercials for this year’s Super Bowl is in contrast to the 2021 game, when at least 11 LGBTQ+ inclusive ads aired.
GLAAD notes that the game, itself, also featured some positive LGBTQ+ content. Tennis legend Billie Jean King featured in a segment about sports equality, and performed the opening coin toss. The L.A. Rams, the team which ultimately prevailed in the match-up, featured five out gay cheerleaders on its roster, and the Super Bowl logo was designed by trans artist and NFL employee Maureen Raisch.