2014: Always unveils groundbreaking ‘Like a Girl’ campaign
To celebrate the Ad Club of New York's 120th anniversary, The Drum is inviting readers to share their favorite marketing moments from the past 120 years.
Today we feature Always’ ‘Like a Girl’ video as our marketing moment, a campaign that has been widely celebrated for breaking stereotypes and empowering women.
Initially launched in June 2014, the P&G brand unveiled a three-minute video that features men and women who are asked to do things “like a girl.” The short film quickly shows viewers that “like a girl” is often taken as insult, as many of the men and women in the video giggle, flip their hair and flail their arms around when they are asked to run, throw and fight like a girl.
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Yet when young girls are asked to run, fight and throw like a girl, the results are drastically different. When one little girl is asked what it means to run like a girl, she responds by saying “it means run as fast as you can,” prompting Always to ask: When did doing something “like a girl” become an insult?
A shorter version of the ad ran during Super Bowl 49 and quickly became one of the most talked-about commercials last year. The day after last year’s Super Bowl, Huffington Post proclaimed that the ad “won kudos all over the Internet for changing the conversation about what it means to run, throw and do pretty much any activity ‘like a girl.’”
Created by Leo Burnett, the campaign has won a number of awards and currently has more than 60 million views on YouTube.