With close to 80% of their community of Boomer women tuned into the Super Bowl, VibrantNation.com held a post-game review of Super Bowl XLIII ads by members of the Vibrant Nation community.  The ads met expectations in that the group was entertained, amused, grossed out and much more.  What they also were, ironically, was pretty much invisible.  For instance, celebrity spokespeople were featured in many of the ads.  Think Conan O’Brien, the Budweiser Clydesdales, and E-Trade’s talking baby, among many others. What do these all have in common?  Unless one of the Clydesdales is a ringer, they are all male.   Women did make cameo appearances.  But the only sign of a verifiable, honest-to-goodness midlife-aged female in a co-starring role who can truly trace her roots to the Boomer generation was Bridgestone’s Mrs. Potato Head (possible slight exaggeration).  There were a few exceptions of Boomer women who played some kind of role in the ads:

  • Jane Seymour showing off her “Open Hearts” designs for Kay Jewelers
  • Priceline.com recognizing travelers with money to spend spontaneously on travel as couples at midlife and beyond
  • Hyundai advertising its “Assurance” program showing an adult woman in the driver’s seat
  • A range of women telling how Avon gave them a new career
  • Carebuilder.com leading its display of dissatisfied employees with a midlife woman expressing her extreme distress driving to work

When it comes to truly positive and contemporary images of Boomer women, the group had to look past the ads for the most part, and onto the field itself.  Namely, they were riveted to the half-time show where Bruce Springsteen’s guitar-playing wife rocked out and had many of them get off the sofa and shake their booties.  The last word is this:  If you are a Boomer woman who noticed that the marketers forgot who made the guacamole and bought the beer, you are not alone.

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