Yesterday, the Free The Bid team participated in the 3% Conference Tweetup of the Superbowl, the most hotly anticipated advertising event of the year. With the help of Bernadette Rivero, Co Founder and President of The Cortez Brothers, we counted up the spots directed by women during this year’s game.

Here are the final numbers below – it’s clear that we still have our work cut out for us!

Infographic courtesy of The Cortez Brothers

As much as we are hoping to #ChangeTheRatio and see higher and higher numbers of women directors with Superbowl spots in years to come, we’d like to also take a moment to celebrate the excellent work of the women who DID direct Superbowl spots this year. While this year’s Superbowl contained hilarious ads from Tide, Amazon, the NFL, and more, these four spots were undoubtedly our favorites.


Brand: Coca-Cola
Agency: Wieden + Kennedy
Production Company: Epoch

Check out some of the coverage of our founder Alma Har’el’s Coca-Cola spot below:

Why Coca-Cola’s Non-Binary SuperBowl Moment Mattered
Free the Bid’s Alma Har’el Explains Directing Coca-Cola’s Inclusive, Joyful Super Bowl Spot


Brand: Toyota
Agency: Saatchi & Saatchi + Dentsu
Production Company: Somesuch

Check out some coverage of Aoife’s heartfelt spot below:

Toyota’s Ad Makes Me Want To Buy Stock In The Indomitable Human Spirit



Brand: Pepsi
Agency: The Creators League
Production Company: Radical Media

Check out coverage of Hanna Maria’s epic generation-spanning ad below:

Pepsi’s Retro Super Bowl Gamble: Revisiting Cindy Crawford, Britney Spears and Other Icons
Cindy Crawford Recreates Iconic Pepsi Commercial But This Time With Help From Her Son Presley



Brand: E-Trade
Agency: MullenLowe

Check out coverage of the Dayton/Faris spot, “This Is Getting Old”, below:

These Retirement-Ready Folks Think It’s Time to Quit Their Day Jobs in E*Trade’s Super Bowl Ad

Here’s hoping that at next year’s big game we’ll be able to celebrate even more of the amazing directors from our site!