Creative Featured Opinion

posted on Feb. 18, 2025 at 9:00 amFeb 18, 2025

MAGA: Make Advertisements Great Again?

posted on Feb. 18, 2025 at 9:00 amFeb 18, 2025

The Vantage's Manoj Khimji investigates whether the floodgates to male-centric messaging in advertisements have opened, and if we're witnessing a throwback to 20 years ago when brands adopted ideologies from the ‘manosphere’.

Manoj Khimji, Managing Director, The Vantage talks about advertisements in the US

Manoj Khimji, Managing Director, The Vantage

This year’s annual Super Bowl advertisements’ showcase had a definite change of direction, but is it a sign of things to come or just a coincidence?

Super Bowl LIX (59) drew a record average TV audience on Fox of 127.7 million viewers, up 4 million from last year’s previous record high of 123.7 million. It’s the third consecutive year that the audience record has been broken, signifying continual growth of the Super Bowl’s growing appeal and attraction.

Whilst its worth pointing out that the advertising roster and creative submissions took place prior to the 20 January inauguration of President Trump’s second term in office, it was clear to see that the shift in consumer sentiment

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Tags:Advertising appeal-based advertising Audience consumer sentiment female representation gender metrics humour innuendos male representation Manoj Khimji marketing race metrics Super Bowl television The Vantage TV viewership

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.