Start calling it the Gender Bowl. Advertisers and the NFL are teaming up to give football-loving Americans what they need: Men who don wigs and dresses in a grotesque parody of women.
AdWeek reports that drag queens will appear for the first time this year in one of several Super Bowl advertisements, commercials that have become as big a news item as the game itself. “Kim Chi” and “Miz Cracker” of the show RuPaul’s Drag Race, will pitch hummus brand Sabra during the game on Feb. 2, when the Kansas City Chiefs take on the San Francisco 49ers.
Bob Witeck, a marketing strategist who specializes in reaching LGBTQ audiences, called Sabra’s drag ad “revolutionary.” “Reaching the Super Bowl means taking our language into every home in the nation and millions around the world,” he said.
Witeck claimed that the ad, which could reach around 100 million viewers, proves the changing public perception of drag, which is being normalized thanks in large part to the success of the award-winning reality show RuPaul’s Drag Race.
In addition to the first drag queen-filled ad, Super Bowl LIV will also have the annual game’s first female and openly gay coach: Katie Sowers of the 49ers.