#LikeAGirl
Always (Procter & Gamble)2014
#LikeAGirl is a 2014 online film and campaign for Always, created by Leo Burnett (Toronto, Chicago, London).
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The line
Rewrite the rules. #LikeAGirl
Why it works
A casting session as social experiment. Documentarian Lauren Greenfield asked adults and boys to "run like a girl" — they flailed and giggled — then asked young girls, who simply ran as fast as they could. The gap between the insult and the reality, captured on camera, made the argument no script could. Launched in June 2014 and aired in a 60-second version at the 2015 Super Bowl, it generated billions of impressions, won the Emmy for Outstanding Commercial in 2015 plus a Cannes Grand Prix, and measurably shifted how its young audience understood the phrase. It is studied as the template of the purpose-driven social experiment film — research insight (confidence collapses at puberty), demonstrated rather than asserted, by a brand with a legitimate stake in the subject.
Techniques
- Purpose and cause A brand with a stake in the subject sets out to rewrite an everyday insult, tackling the collapse in girls' confidence at puberty.
- Logos Asking adults and boys, then young girls, to run like a girl captures the gap between insult and reality, proving the point rather than asserting it.
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