Always: advert-body-2 by Leo Burnett Chicago

Sanitary brand Always has revived its critically acclaimed #LikeAGirl platform with a new advert that addresses the ‘paralysing’ fear of failure experienced by girls going through puberty.

The Procter & Gamble brand’s latest film features a diverse range of teenagers around the globe who are facing fears such as rehearsing for a play, revising for exams and playing in a football match.

A young girl who is facing her own fear of speaking in front of the class tells the viewer: “We’ll fail at many things, we’ll fail at many more, and that’s a good thing. Because failures aren’t set-backs. Failures are fuel to keep going, to keep growing, to keep making progress for ourselves and for all of us.

“So let’s keep failing, because we only truly fail when we don’t even try.”

The spot was directed by Lucy Luscombe