Does anybody ever watch those 2-3 minute long advertisements before YouTube videos? Most people probably wait the five seconds before hitting the ‘skip ad’ button. But if you don’t, then you’ve probably seen the video by Always called #LikeAGirl. Debuting in June 2014, Always has redefined the term “like a girl.” Once an insult, “like a girl” is now an empowering phrase that stands to raise girls’ confidence.
In the video, women, men, boys, and prepubescent girls were all asked to perform tasks ‘like a girl.’ While the prepubescent girls all performed the acts with confidence and strength, the others did not. Lauren Greenfield, the director, points out that “at a certain point in life, women begin to internalize the negative connotations that comes from doing things ‘like a girl’” (Kauffman, Kim).
The advertisement was also shown at this year’s Super Bowl, which is where it gained most of its fame. “After watching it, three quarters of women and girls (76%) and 59% of men said their perception of the phrase ‘like a girl’ had changed” (#LikeAGirl… like a Girl).
I bet you’re wondering where I’m going with this.
Always has made it their priority to raise girls’ self esteem and make them have confidence in what they do. They were also the first feminine hygiene advertisement to be shown at the Super Bowl (#LikeAGirl… like a Girl).
While I appreciate Always’ campaign and fully support their goal to build confidence, I don’t see what #LikeAGirl has to do with selling feminine products. In fact, it has nothing to do with their product. Their advertisement, clearly directed towards females, helps build their reputation – which in turn helps build their business and increase their sales. Always could sell awful products, but they would still be the company with the most empowering goal.
“Always #LikeAGirl.” YouTube. YouTube, n.d. Web. 19 Nov. 2015
External Sources:
“#LikeAGirl Unstoppable New Video: Most Young British Women Feel ‘pressure’ to Behave ‘like a Girl'” The Telegraph. Telegraph Media Group, n.d. Web. 04 Oct. 2015.
Kauffman, Kim. “Leo’s Cannes Contenders: Always “#LikeAGirl”” Leo Burnett. N.p., 21 June 2015. Web. 04 Oct. 2015.
