You may know about the controversies around the Dove “Real Beauty” ad campaign and related videos. Now the Always product line has entered the fray, As MS magazine reports, “Last week, Always released a new commercial that challenges the notion that doing something “like a girl” means anything less than doing it well.
“The ad first features people who are supposedly auditioning for a commercial. When the director (who is a woman) tells them to “run like a girl” or “fight like a girl,” the actors make themselves look weak and silly while half-heartedly performing the actions. Then, the commercial changes to show young girls performing the same activities “like a girl”—but they act out running and fighting as fast and as fierce as they can. The commercial asks the audience: When did doing something ‘like a girl’ become an insult?
“The director asks the actors what happens to girls when they are told that behaving like a girl or performing an action like a girl is considered a negative thing, particularly when they are approaching puberty and trying to discover themselves while getting past insecurities. One actor, when asked what advice she would give young girls who are told they do something “like a girl,” says: ‘Keep doing it, ’cause it’s working. If somebody else says that running like a girl, or kicking like a girl, or shooting like a girl is something that you shouldn’t be doing, that’s their problem. Because if you’re still scoring, and you’re still getting to the ball on time, and you’re still being first, you’re doing it right. It doesn’t matter what they say. I mean, yes. I kick like a girl, and I swim like a girl, and I walk like a girl, and I get up in the morning like a girl because I am a girl. And that is not something I should be ashamed of, so I’m going to do it anyway. That’s what they should do.” Continue reading “The Always “like a girl” campaign”