May 2-7, 2017

2017 BFF Excellence in Advertising Award

BFF is proud to announce the 10 Finalists for the BFF Excellence in Advertising Award.

The award is given the consumer brand that exhibits the most thoughtful messaging and imagery in communicating positive or inspiring themes in a gender balanced and/or diverse ad.  

Ad themes included perseverance, empowerment, self-confidence, pursuing new opportunities and the celebration of community.

The finalists in alphabetical order.  Click on the URL to see the ad.

Brand or Company


California Pizza Kitchen & Coca-Cola

California Pizza Kitchen & Coke BFF Finalist Ad


Dannon BFF Finalist Ad


Dove BFF Finalist Ad


L'Oreal BFF Finalist Ad


Mattel BFF Finalist Ad


McDonald's BFF Finalist Ad

Procter & Gamble

P&G BFF Finalist Ad


Tide BFF Finalist Ad


Walmart BFF Finalist Ad #1


Walmart BFF Finalist Ad #2

How the Top Ads Were Selected

Our research partner, ABX (, evaluates tens of thousands of ads each year to benchmark the creative effectiveness of advertising.  The ABX effectiveness data includes metrics that measure how the ads portray men, women, boys, and girls with a Gender Equality Index™ that indicates conscious and unconscious bias.

Over 90 ads were identified by ABX for consideration based on having a Gender Equality Index which placed them in the top 1% of all ads evaluated over the past year.  Other characteristics, such as the overall effectiveness rating of the ad (measured by the ABX Index) and the overall consistency of GEI performance of each brand resulted in a selection of the top 10 ads as finalists.

Ads were also evaluated based on their inclusion of multi-cultural and diverse actors and actresses - race, religion, gender, age and/or disability.

How the Winner Will Be Selected

The BFF Excellence in Advertising winner will be selected by a diverse industry panel with the winner announced at theawards show on Saturday, May 6th.

Congratulations and good luck to the 10 finalists!