Who's on Your Super Bowl Shortlist? Spotlighting the Next Generation of Advertising Talent

In the vast expanse of advertising, especially when it comes to the grand stage of the Super Bowl, it's easy to fall into the routine of celebrating the same names and talents. However, the winds of change are blowing, bringing with them a fresh and diverse array of creative geniuses ready to make their mark. FREE THE WORK firmly believes in the power of diversity and inclusivity in forging not just good, but great, impactful advertising narratives. This conviction has driven them to spotlight underrepresented directors who possess the talent and vision to redefine Super Bowl advertising.

This year, an Ad Age analysis revealed a stark disparity: only 18% of the national in-game spots were directed by people of color or women, with the overwhelming majority, 82%, helmed by white men. It's high time we diversify the voices shaping our visual and narrative culture, especially on one of the world's biggest advertising stages.

The Initiative: Bringing New Stars into the Advertising Pantheon

In response, FREE THE WORK has curated a showcase highlighting the work of directors poised to bring new perspectives to Super Bowl commercials. With open nominations and a selection jury comprised of advertising brands and agency creatives, they are set to unveil the next big name in Super Bowl directing in June, alongside AICP Week in New York.

My Personal Favorites from the Director Selects

Among the talented nominees, three directors particularly caught my attention:

1. The Fridman Sisters for Audible : Lina Fridman and Maira Fridman 's ad for Audible is nothing short of poetic. The way they weave words into a sonic journey that ignites our senses and fuels our imagination is masterful. Their ad is not just heard; it's felt, making Audible an unforgettable experience.

Image Credits to The Fridman Sisters' Instagram Account.

2. Meji Alabi for Fanta: Meji Alabi has an incredible knack for making Fanta appear as an essential part of daily life. His storytelling is cohesive, engaging, and filled with a tone that's both fun and intriguing. The key message, "Snack in the name of play," resonates long after the ad concludes, making you crave a Fanta. Watch the ad here: https://mejialabi.com/Fanta-Yummy-Snacks

Image Credits to Meji Alabi's Website.

3. Sara Dunlop for Lilly: Dunlop's work stands out for its profound humanity. She highlights the universality of medicine's healing power, transcending race and differences. It's a powerful reminder that care should be equal and unconditional, a message that's both timely and timeless. Watch the ad here: https://saradunlop.com/A-Medicine-Company

Credits to Sara Dunlop's Vimeo Account .

The Road Ahead

As the showcase tours cities like Chicago and Los Angeles, it's not just about recognizing talent; it's about starting a conversation on inclusivity and representation in advertising. It's about imagining a Super Bowl where the ads are as diverse as the audience.

Who would you cast your vote for?

I invite you to dive into the cinematic worlds created by these talented directors by visiting FREE THE WORK's Super Bowl Program . Watch their ads, feel the impact of their storytelling, and then, let me know: who would you choose to direct the next Super Bowl commercial that captures the imagination of millions?

Who's on your Super Bowl director shortlist? Tell me who you'd vote for and why.