I’ve just watched the 2015 Super Bowl Ads as listed in Variety and thought I’d look for a moment on the social constructs they are built around.

One of the biggest constructs is around gender and sex, and there are several interesting ads. At the top of the list is the Kim Kardashian cellphone carrier ad with the idea that the reason we need as much online data as we do is to look at her. Um, not.

The second ad focuses on Marcia and Jan Brady; how Marcia gets grumpy if she’s hungry and Jan gets grumpy when it’s not about her. A traditional idea. It does make sense that people get grumpy when they’re hungry, but there are probably better ways of dealing with hunger than eating a candy bar.

The car ad featuring Pierce Bronson does a great job of tweaking ideas of the suave male spy, yet another gender construct. The ad for a television show about royalty doesn’t do a good job of exploring the constructs and is fairly forgettable.

The lingerie ad is fairly predictable, and the only thing memorable is the tag line, let the real games begin.

Yet the most compelling ads in the gender construct category are Dove’s #RealStrength and Always’ #LikeAGirl

They challenge traditional constructs and present emerging constructs that are more positive.