Wednesday, February 04, 2015

Best-ever Super Bowl Ad?

Lauren Greenfield's ad for Always was a blow-out win because it will change attitudes - not just buying habits.

In her new work, aired last night, Greenfield asks a series of men, women and children to run, throw and fight ‘like a girl’, before posing the question, when did doing something 'like a girl' become an insult? The ad was inspired by brand-commissioned research, which indicated half of all girls experience a drop in confidence during their first period.

"In my work as a documentarian, I have witnessed the confidence crisis among girls and the negative impact of stereotypes first-hand," Greenfield said in a statement shortly before its airing. "When the words 'like a girl' are used to mean something bad, it is profoundly disempowering. I am proud to shed light on how this simple phrase can have a significant and long-lasting impact on girls and women. I am excited to be a part of the movement to redefine 'like a girl' into a positive affirmation."
The ad, shot by Greenfield in 2014, has already been viewed by 80 million people globally (54 million on YouTube alone) in 12 languages. It won 7 Clios including the Grand Clio, 6 Eurobests, and was deemed #1 video of the year by Ad Age Creativity.
Watch it here:

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