"You throw like a girl." I'm sure you've heard that one before. Despite the put-down's cliché status, it is still in use and represents the negative stereotypes impacting adolescent girls. Last Summer, Always brand sponsored an ad to challenge that sexist misconception with its #LikeAGirl campaign. Now it's bringing the spot to the Super Bowl, becoming the first-ever feminine-care product to advertise during the big game.
In the video, Queen of Versailles director Lauren Greenfield set out to make a video that reinterprets the phrase "like a girl" and redefines it as an expression of strength. And it totally works. Let's hope the movement catches on. According to a study conducted in conjunction with the video, 89 percent of women 16-24 say the words can be harmful. In addition, more than one in two girls say they experience a drop in confidence at puberty. What advice would they give their younger selves? "You're not alone." This video helps pass on that message.
Below is the extended version and images showing strong women running, kicking, and golfing "like a girl." A shorter ad, seen above, will be running on Sunday.