Representación in Advertising: Super Bowl 2025 Edition
As brands continue to recognize the importance of authentically representing diverse communities, we have undeniably seen Latina representation increasing. This year’s Super Bowl commercials featuring Becky G and Michelle Rodriguez are prime examples of how companies are shifting toward more inclusive representation and tapping into the purchasing power of the Latina market.
Latina women represent a powerful demographic that has been overlooked in advertising. However, recent statistics show the tremendous impact of Latinas in the consumer market. According to a 2024 Nielsen report, U.S. Hispanics represent nearly $3.4 trillion in purchasing power, with Latinas directly contributing about $1.3 million alone to the GDP of the United States. Therefore, marketers should intentionally create authentic and empowering portrayals of our community in media and advertising. Thankfully, we have some faves to share with you:
Becky G and Mountain Dew
One of the most talked-about ads of the night – Mountain Dew’s commercial featuring Mexican-American Becky G. The Latin Grammy Award-winning singer, songwriter, and performer embodied the energy and spirit of Latina women. This highlighted how brands are not just acknowledging Latina culture but are also investing in Latina talent to connect with a growing and influential consumer base.
Michelle Rodriguez and Häagen-Dazs
Michelle Rodriguez, known for her iconic role in The Fast & The Furious, starred in the Häagen-Dazs commercial. She displayed a relatable, down-to-earth vibe that spoke to the power of self-care, joy, and indulgence. Rodriguez’s unapologetic portrayal enjoying a moment of indulgence reinforces that Latina women are multifaceted individuals.
Black Representation in Advertising
Latinas have strong allies, including the Black community. Black representation in advertising is growing, with artists like Doja Cat and Doechii featured in this year’s Super Bowl ads. In fact, Black American buying power has grown 2.4x since 2000, reaching $2.1 trillion, according to Nielsen. This year’s Super Bowl ads reflect brands’ recognition of Black consumers as influential drivers of culture, pushing for greater inclusivity and authenticity in advertising.
Doja Cat and Taco Bell
Another standout moment from Sunday’s game was Doja Cat’s appearance in Taco Bell’s ad. Her presence highlights the growing recognition of Black women as central figures in brand storytelling. By aligning with Doja Cat, an artist who is not only relevant to current trends but also has a strong digital presence, Taco Bell reinforces its image as a fun and culturally aware brand.
Doechii and Nike
Rapper Doechii’s narration of Nike’s “So Win” campaign amplifies celebrating female athletes pushing boundaries. The ad showcases diverse women in sports, challenging outdated representations and creating space for Black women to shine. Nike’s campaign aligns with their broader commitment to empowering women and breaking down barriers in the athletic world.
Why is Diverse Representation in Marketing so Important?
The answer is simple: the purchasing power of consumers. As outlined above, the buying power of both Latinas and the Black community is immense. This means that what they buy and how they engage with brands substantially impact the market.
Brands are taking note of this purchasing power. This is especially significant in an era where authenticity is crucial, and consumers expect companies to reflect their values and cultural identities. This shift isn’t just about fulfilling a marketing trend, it’s about reflecting our diverse society and acknowledging what we as women bring to the table.
Our Commitment as Mujeres in Marketing
The 2025 Super Bowl commercials featuring Becky G, Michelle Rodriguez, Doja Cat, Doechii, and many more influential women highlight the growing importance of diverse and inclusive representation in advertising. These ads reflect a changing landscape, where women are represented and empowered as multifaceted individuals that exist in every industry. The 2025 Super Bowl showed us that our voices will continue to grow as the industry evolves.
We as Mujeres in Marketing are playing a vital role in ensuring that this shift toward authentic representation continues to thrive. Through our Mujeres in Marketing community, we unapologetically shine a light on the importance of representation for Latinas and all of our allies in marketing, advertising, communications, and related fields. Interested in joining us? Sign up for updates here.
Ameri Vitale
Co-Head of Social Media, Mujeres in Marketing
