On Super Bowl Sunday, #NotBuyingIt Makes a Huge Impact

by Imran Siddiquee

Thousands of people worldwide used hashtag #NotBuyingIt on Twitter Sunday to call out sexist Super Bowl commercials in real-time. The conversation produced over 10,000 tweets and reached 2 million+ people throughout the game.

Here’s a recap:

Imran is the Social Media and Communications Director at MissRepresentation.org. Follow him on Twitter @imransiddiquee


  1. Respect and thanks to you all for doing this. It was good and a good conversation starter. Sadly it also was a good way to find out who of my followers I needed to block (at least two).

    Question on all of this, do you think it is worth doing all this even though we are giving all these commercials free marketing? I mean the conversations are great, but these offenders all gain something from all the embeds above, or am I completely wrong?

    Anyway, best thing to come out of all this in my thoughts. This link: http://www.missrepresentation.org/media/nbi/enough-is-enough-switch-your-domain-from-godaddy/ I shared it everywhere and I know people who replied to my shares saying they did too.

    Keep it up everyone.

  2. Eve says:

    Canadian viewers didn’t see most of these ads. (My husband would like to, but I’ll tell him no Clydesdales this year). So post Superbowl I was able to watch and tweet. But yes, I was thinking about whether I was supporting sexism while watching the ads.

    • JGW says:

      The only way we can combat sexism in the media is to watch, voice our opinions, and then vote with our wallets. Watching and tweeting gets the ball rolling! It’s consciousness-raising writ large.

      • DeirdreD says:

        I think that the #notbuyingit at some level should almost without comment. I see many guys mainly who are trying to use all the old tropes (what the heck is Feminazi anyway?) which is rather expected but discouraging but *nothing* speaks to a company like the bottom line. That’s what effects change. They are free to use their First Anendment rights to do as they all and I am equally free not to buy their products. I won’t buy it. Period.

  3. Trish says:

    GoDaddy’s other ad sucked too — the one in which all the men had genius ideas for internet businesses and all the women were whiny hangers-on. But I expect no less from a company that has shown itself to be a horse’s ass so many times in so many ways.

  4. Mike Hunt says:

    I find it hilarious so many people are offended by some silly adverts when women are getting oppressed in other parts of the world. This video is a good example : http://www.youtube.com/watch?v=48vkE1fbzAQ

    • Kate says:

      Mike, if you care about women being oppressed in other parts of the world, why do you think it’s “hilarious” that women are being oppressed here? It doesn’t make sense to shoot people down who are trying to be part of the solution. Step it up!

  5. [...] that half the adverts are sexist and depict women in a negative way.  This comes from an article which shows a list of some of the ads, and then some Twitter feedback obtained from them.  People then tweeted #NotBuyingIt to vent their frustration and opinions on [...]

  6. Andrew says:

    Honestly most of these ads aren’t terrible. I think there is a little bit of sensationalism happening here. If you think that superbowl ads are so terrible just don’t watch the event, I didn’t. Is it really surprising that products targeted at men use attractive women, is there something wrong with being sexy? I respect and Love my wife like crazy AND I think she’s really sexy, so does that make me bad too?

    Good Job on promoting the ads you wish to critique, I wouldn’t have seen them without your website.

    • DeirdreD says:

      You just don’t get it do you Andrew? You don’t get to tell me how I feel. I don’t care what you think I should think. I have power. I bought the last Merc and I won’t buy an Audi. They are free to advertise as they choose and I am free to say #NotBuyingIt. What don’t you understand by that? And *that* is true power. Now go and ask real people – real women – how they feel about this stuff. You know, you might be surprised how tired we are all of this particularly when we hold the pursestrings. Its creepy and pathetic advertising and lazy too. Sorry you can’t see that. It’s not even always being offended by the ad; it’s the lack of understanding that you know we are being patronized. Why would I spend a dollar with those people? The answer is an increasing number of us are shrugging our shoulders and saying I’m not buying it.

  7. [...] tweets, Audi received 1,700, followed by Kia Motors with 816. Want to know what people had to say? Here’s a full recap of tweets from the game. But don’t stop there! #NotBuyIt is an ongoing movement, [...]

  8. DeirdreD says:

    And yet here you are telling us what to think. You just don’t get it. I don’t care. I believe what I believe and I think what I think and has for the oppression elsewhere the two are not mutually exclusive. Go on wikipedia and look up logical fallacies. Read and then come back…Oh and ask some of your female friends, relatives, colleagues what they actually think about this. You are welcome to your view for sure. But me? #notbuyingit. Because consumer power is enormous and I like a lot of my friends have had it up to here with the sexist claptrap.

  9. Daneen says:

    I’ve been following this campaign–great work. As the mother of a 4-yr-old daughter, I found myself deeply conflicted about Beyonce’s half-time show. I get that she’s an empowered woman in charge of her sexuality, and yet…do we expect men to dress like that? The hyper-sexualization of women (and, to some extent men) who perform and entertain bothers me a lot. I was really hoping to see Miss Representation address this question, and I hope you still will.

  10. [...] on make out scene between the sexy model and everyday nerd upset the public to an extreme level. MissRepresentation.org, a website stating the importance of equality between men and women in our media, started a tweeter [...]

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  12. Way cool! Some extremely valid points! I appreciate you writing this write-up and also the rest of the website is really good.

  13. When I originally commented I appear to have clicked on the -Notify me when new comments are added- checkbox and now each time a comment is added I receive 4 emails with the exact same comment. There has to be an easy method you can remove me from that service? Cheers!

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