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Female football players, kick-ass vampire slayers, and tennis superstarswhen it comes to ads, Super Bowl LIII is shaping up to be the year of the woman.

While there’s still a long way to go in improving the way women are portrayed not only in Super Bowl commercials but in all advertising, this year’s Big Game is far and away the friendliest to its female audience.

Toyota, Bumble, Procter & Gamble’s Olay and Michelob Ultra are among the brands featuring women in lead roles in their Super Bowl ads and leaning into themes of female empowerment. On top of that, there was also a noticeable push this year to hire more women behind the camera.

Continue reading at AdAge.com