WATCH NOW: All the LGBTQ-Inclusive Ads Featured during Super Bowl LVIII

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GLAAD’s Visibility Project, a new campaign launched in May 2021 with P&G to grow LGBTQ inclusion in advertising, tracked ads that aired during Super Bowl LVIII.

Among them, only 10 ads from e.lf., Hellmann’s, Homes.com, Mountain Dew, NYX, Paramount+, Starry, and Volkswagen explicitly featured LGBTQ people, of which only one, from Volkswagen included explicitly LGBTQ storytelling.

GLAAD tracked an increase of representation from 2023 to 2024 (4 ads to 10 ads), along with visibility for bisexual women and queer women. GLAAD commends Volkswagen for featuring featuring an LGBTQ couple and support for gay marriage and e.l.f. featuring a drag queen, countering a year of anti-drag and anti-LGBTQ legislation and narratives led by a minority of extremists. The majority of tracked ads, however, featured white LGBTQ representation and included zero visibility for transgender and nonbinary people. 

Still, per GLAAD’s inaugural Advertising Visibility Index, brands are missing opportunities to capture consumers by relying on LGBTQ celebrities as spokespeople without additional storytelling.

See below for the LGBTQ-inclusive ads that aired during Super Bowl LVIII:

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