Volkswagen’s lesbian wedding and a parade of LGBTQ+ celebs: How queer were the Super Bowl ads?

Ads that aired during Sunday’s Super Bowl LVIII telecast on CBS featured more LGBTQ+ representation than last year’s, according to GLAAD.

The LGBTQ+ advocacy organization noted 10 ads featuring depictions of queer characters or celebrities this year, up from only four that aired during the big game in 2023. At the same time, GLAAD criticized brands and ad agencies for “a lack of LGBTQ storytelling” in this year’s Super Bowl commercials.

Related: This adorable Super Bowl ad featured a McNugget-loving gay couple

They’re cute and in love.

“Brands are missing opportunities to capture consumers by relying on LGBTQ celebrities as spokespeople without additional storytelling,” a February 12 statement from GLAAD read.

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The organization also noted that this year’s Super Bowl ads primarily featured depictions of white queer people and that trans and nonbinary people were completely absent.

Here’s what we saw during the game:

Volkswagen

Volkswagen’s “An American Love Story” ad saluted the German car company’s 75-year history since first introducing its Beetle in the U.S. The spot featured a brief clip of a lesbian wedding, including the two brides kissing. GLAAD lauded Volkswagen “for featuring overt affection and support for gay marriage” rather than just hiring an out celebrity without acknowledging their queerness.

e.l.f.

Cosmetics brand e.l.f.’s ad featured not only LGBTQ+ ally Judge Judy, but also a mini Suits reunion, with Gina Torres, Rick Hoffman, and Sarah Rafferty reprising their roles from the USA series. RuPaul’s Drag Race alum Heidi N. Closet also had a brief cameo in the commercial. GLAAD praised the brand for featuring a drag performer, “countering a year of anti-drag and anti-LGBTQ legislation and narratives led by a minority of extremists.”

Homes.com

Real estate portal Homes.com aired three ads during Sunday night’s game, all of which starred out Schitt’s Creek creator and star Dan Levy. While the ads never mention the fact that Levy is gay, one spot has him taking a very queer interest in his costar Heidi Gardner’s makeover. Another finds him and Gardner brainstorming slogans for the brand—and weirdly, “Home-o.com” never comes up.

Hellmann’s

As GLAAD noted, queer and bisexual women were particularly prevalent in 2024’s Super Bowl ads. Alongside the Volkswagen commercial, mayonnaise brand Hellmann’s aired a spot starring out Saturday Night Live alum and Barbie star Kate McKinnon.

Mountain Dew and Paramount+

Bisexual actors Aubrey Plaza and Drew Barrymore were featured in ads for Mountain Dew and Paramount+.

NYX and Starry

And bisexual rappers Cardi B and Ice Spice appeared in ads for NYX cosmetics and soft drink Starry.

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