Like A Girl: Great, But Not Great Advertising

But itamp8217s not great advertising Itamp8217s a great public service message disguised as an ad for some product which was what again It39s not marketing anything virtually any logo at the end of the film would not alter the message one bit amp8220Like A Girlamp8221 brought to you by Dove Nike Budweiser HarleyDavidson Vickamp8217s VapoRub ShamWow It all worksamp8220Like A Girlamp8221 for the loads of you who donamp8217t recall is in fact brought to you by Always the makers of sanitary protectionamp160amp160Yes the video is clever and the message vital It is beautifully produced perfectly cast and I especially like the way the director puts herself in the film with all the badass little girls who know how to run like competent human beings because girls can be directors too even if the guys in Hollywood donamp8217t think so I embrace the assertion that the words amp8220like a girlamp8221 have a negative connotation that embarrasses insults and humiliates women Always urges us to change the conversationBut Always fails to change their own conversationamp160 Nothing embarrasses insults and humiliates women like sanitary protection advertising We39ve all been there snuggled up with our guy or worse our young children watching endless reruns of amp8220The Big Bang Theoryamp8221 when the Always ad its real ad rears its ugly white jeans Thereamp8217s the pretty lady confidently dancing around in shortshorts even though sheamp8217s having her period because fortunately her maxi pad is so thin and absorbent that she can finally stop worrying about embarrassing blood stains Next comes the bionic demo And look now hereamp8217s the mandatory shot of blue liquid proving the pad doesn39t leak Crisis averted Keep on dancing girlsWhile there is good reason to invest in branded content not meant to sell anything if Alwaysamp8217 true purpose is to change the conversation they should start with their real advertising the stuff they broadcast on a daily basisamp160 Tell me ladies do any of you need to see another ad demonstrating why maxi pads have wings Do you need to see blue liquid substituting for youknowwhat Do you need to be told repeatedly that yes it is possible to feel confident even when youamp8217re menstruating For 50 years san pro brands have lobbed the same insults at women and itamp8217s a tired conversation Change it Always pleaseTo their endless credit Always did rewrite the rules for creating a wildly successful viral public service message But the far greater challenge is to rewrite the rules for the way women are depicted in product advertising To honor and respect the intelligence and economic power of women consistently and authentically in marketing messages is a more meaningful brand promise All those copycat public service messages now going around the Internet wonamp8217t change how women are perceived as long as the big brand mass media spend continues to perpetuate stereotypesThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggers

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Like A Girl: Great, But Not Great Advertising

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Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

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Like A Girl: Great, But Not Great Advertising

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