and toyota then a female football player in an ad and michelob has lenny kravitz and bumble with an allemale team. >> did they just figure out women watch too. >> women have been watching nearly almost half of the super bowl oaudience is female and has been for the last couple of years. but historically women have showcases either overtly sexualized or the stereo type like the nagging wife or mom -- >> go daddy. >> oh, yeah. and that is changed. that image we've moved away from >> dumb dumbs are all watching the game. >> but you don't see women being portrayed in starring roles as super bowl commercials as strong lead characters. >> let's mention one of the ads you talk the about lenny kravitz' daughter has an ad featured and this is an ad for michelob ultra why don't we listen in >> let's all experience something -- together. >> that is a little different. i thought maybe she would be singing or something along those lines. what is going on in this ad. >> they're using a technique called asmr, an audio technique to create that sense of tingling and what michelob is trying to do is crea