P&G: I'd Rather Be Paid

Client: P&G
Date: Nov 2018
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P&G deodorant brand, Secret, has ventured forth into the realm of gender inequality, launching 'I'd Rather Get Paid' campaign which seeks to tug the gender workplace off-balance over to a normalisedcentre.

Presented in the form of a stylised music video, the film highlights that despite progress in gender inequality, women continue to be underpaid.

The reality is, women in the US are still paid 20% less than men, a tad higher than the UK-wide median of 18.4%. The disparity is shockingly greater for women of colour, with black women and Latinas earning 38% and 46% less, respectively, than Caucasian males.

These statistics equate to a total loss of $513 billion in wages, each year for women - an astonishing stat that further reiterates the need for change.

The ad opens in an office bathroom. Using her secret deodorant as a microphone, a female worker breaks into song, singing "I wish there was a song women around the world could sing to inspire and remind us that we could do anything..."

The song quickly steers away from unactionable gender sentiments, as the office protagonist turns from her reflection to the camera, stating "...come to think of it, I'd rather get paid!"

The film then unfolds into musical office number, held together by lyrics that place gender politics in perspective.

"I'd rather make 20 more cents, and get the same paycheck as gents," she sings, "than hear a song with a message in it that makes me feel better for three minutes."

Dismantling gender progress that they deem as "literally a token gesture" the ad's lyrics undermine half-hearted efforts, saying "I'm glad you gave that movie those awards, and that statue made a bold statement and we appreciate your effort to maintain eye contact, but I'd rather get paid."

The ad features cameos by a group of well-known advocates of equal pay, including actress and activist Sophia Bush, actress Samira Wiley, as well as journalist and activist and tastemaker Catt Sadler.

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