Study: Super Bowl Ads Created Mostly by White People

May 6, 2010  •  Post A Comment

The Madison Avenue Project, a venture formed by the National Association for the Advancement of Colored People and law firm Mehri & Skalet, PLLC, released a study that concludes this year’s Super Bowl ads were overwhelmingly created by white agency creative directors, Advertising Age reports.

The study found that of the 58 spots in which the creative team’s race was able to be identified, 92% of the creative directors were white, 7% were white women and one was Latino. The Latino  wasn’t an agency employee but the winner of the Doritos’ consumer contest for creating a Super Bowl ad.

The study didn’t cite all 67 Super Bowl commercials because it wasn’t able to find the race and gender of all the creative directors. The report singled out some ads for perpetuating stereotypes, such as Flo TV’s "Injury Report," which showed controlling women, for example. The NAACP and the law firm are looking into a class-action suit against the ad industry for discrimination.


  1. Oh, good, identity politics. Thanks, Ad Age. I guess you didn’t get the “post-racial era” memo.

  2. Way to focus and straight to your point, i love it. Keep up the work people. Dont let anyone stop us bloggers.

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