The next time you are looking for interesting views in which advertisers examine girls in a new (marketing) light, take a moment to screen these ads and web videos.
P&G Always -- the feminine products producer figured that if they were ever going to get into the conversation they would have to change the perspective with always #like a girl:http://www.youtube.com/watch?v=XjJQBjWYDTs
Chevrolet with Mo’ne Davis -- showing how the “all American” vehicle can be associated with an “all American” sport and the hottest new athlete around. This idea, presented as a 60-second spot during the World Series (directed by Spike Lee) has a longer version online:
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TV version: http://www.youtube.com/watch?v=fN_5myhJmlM
Online version: http://www.youtube.com/watch?v=9q_PF3YyZsQ
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Dove -- which has created some highly controversial commercials that reexamine beauty with forensic sketches and “beauty” patches. Are we to believe the heartfelt dialogue of the women -- and their lack of self esteem?
http://www.youtube.com/watch?v=XpaOjMXyJGkhttp://www.youtube.com/watch?v=EGDMXvdwN5c
The whole point is to get to young women, before they are bombarded with the media’s description of beauty, to keep their potential alive. And if marketers are using this idea, in and of itself, to sell more product is this brilliance or the height of hypocrisy? As consumers, it’s will be easy to decide with our wallets.
