Bill Maher Critiques Nike's Super Bowl 2025 "So Win" Ad: A "Zombie Lie" About The Patriarchy?

Chloe Fitzgerald

4 min read

Post on May 06, 2025

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Maher's Critique: Dissecting the Alleged "Zombie Lie"

The "Zombie Lie" Concept

Maher's "zombie lie" concept refers to insidious messages that, while seemingly innocuous, continue to propagate harmful ideologies long after they should have been debunked. He argues that these "lies" are resilient, undead in their persistence. In the context of the hypothetical Nike "So Win" ad, Maher (hypothetically) claims this "zombie lie" is the perpetuation of traditional gender roles, despite societal progress towards equality.

• Example 1 (Hypothetical): Maher might point to a scene showing a male athlete succeeding while a female athlete is relegated to a supporting role, implying that male achievement is the primary focus.
• Example 2 (Hypothetical): The ad's soundtrack might feature masculine-coded music, reinforcing subconscious biases associated with strength and success.
• Example 3 (Hypothetical): The ad's target audience might disproportionately focus on males, further suggesting that athletic success is primarily a male domain.

Patriarchal Undertones in Nike's "So Win" Ad (Hypothetical)

Maher's critique likely centers on the subtle ways the "So Win" ad (hypothetically) reinforces patriarchal structures.

• Gender Representation: An unbalanced representation of male and female athletes, with men dominating prominent roles.
• Narrative Choices: A storyline that emphasizes male competition and achievement while minimizing female contributions.
• Product Placement: The ad's focus on products geared primarily towards male athletes.
• Target Audience: Marketing strategies that predominantly target men, neglecting female consumers.

Counterarguments: Nike, however, might argue that the ad is aiming for inclusivity, showcasing diverse athletes and promoting a message of striving for personal best regardless of gender. Further, a strong female athlete could be centrally featured, showcasing female empowerment.

The Role of Marketing and Advertising in Perpetuating Social Norms

Advertising significantly influences how society perceives gender roles. Many campaigns, both past and present, have faced criticism for reinforcing harmful stereotypes.

• Examples of Problematic Ads: Numerous past advertising campaigns have been criticized for depicting women as primarily homemakers or focusing on male dominance in professional settings.
• Effective Gender-Equal Marketing: Successful campaigns that promote gender equality actively challenge traditional stereotypes and celebrate diversity.

Counterarguments and Alternative Perspectives

Defending Nike's "So Win" Campaign

Counterarguments to Maher's critique could emphasize the ad's positive aspects (hypothetically):

• Interpretation of the Message: The "So Win" campaign might promote self-improvement and empowerment for all, regardless of gender. A focus on individual achievement over gender could be a central theme.
• Positive Impact on Inclusivity: The ad could feature a diverse range of athletes representing different genders, ethnicities, and body types, showcasing inclusivity.

Feminist Perspectives on the Ad

Feminist interpretations of the ad could vary depending on the specific school of thought:

• Liberal Feminism: Might focus on whether the ad provides equal representation and avoids explicitly harmful stereotypes.
• Radical Feminism: Might critique the ad's underlying structures, even if seemingly inclusive, questioning whether it reinforces capitalism and consumerism as primary forms of female empowerment.
• Intersectional Feminism: Would consider the representation of athletes from various marginalized groups and analyze the ad’s impact on multiple levels of oppression.

Conclusion: Deconstructing the Narrative – Is Nike's "So Win" Ad a "Zombie Lie"?

Maher's critique, while provocative, presents only one interpretation of the hypothetical "So Win" ad. While concerns about subtle reinforcement of patriarchal norms remain valid, counterarguments suggest the possibility of alternative readings. Whether the ad is a "zombie lie" depends heavily on the specific content and its overall impact. Ultimately, critical media analysis is crucial to evaluating advertising's societal impact. Analyze Nike's "So Win" ad (or any future ad) for yourself, and deconstruct the messages in future advertising campaigns. Challenge the narratives and promote a more nuanced understanding of the role of advertising in shaping our perceptions of gender and equality.