American film and television director Nanette Burstein has expressed her excitement about the latest iteration of Always' #LikeAGirl campaign. The ad, which was launched ahead of the Olympics, promotes girls and women in sport after figures showed once girls hit puberty at least half quit their sport activities.
In a director's interview of the campaign, the ‘Going The Distance’ director explained why she thinks the ad is so important for young girls everywhere. She said: “Having a seven-year old girl that I want to instill so much confidence in, I just find that this campaign is incredible for young girls growing up.”
In preparation for the Olympics, the Always ad features young girls from ages 12-16 playing a range of different sports including football, weightlifting and basketball. During the behind-the-scenes interview, Burstein focused on one young girl playing basketball that she recalls as confident because of her sport. Burstein added: “She is confident about life because she loves playing basketball and she stuck with it. She doesn’t even have to say she’s confidence, you can just see it.”
In the ad, when she is asked what she would say to anyone thinking of quitting, she replies, “Don’t you dare.”
However, Burstein also commented on another girl who said her parents wouldn’t let her play football as they felt she could get injured and it wasn’t ‘lady like’. She commented: “I have to say I was very surprised that in 2016 there is still so many girls that are being discriminated against for wanting to play soccer or basketball.
Talking to the girls I definitely think sports has had a huge effect on their confidence. I think that’s really going to strike a chord with a number of people.”