The video aims to challenge the stereotypically negative associations behind the phrase ‘like a girl’ and the impact that this can have on young women. With a rising trend in promoting female empowerment through advertising, Always are harnessing this potential and the role it plays in seeking gender equality in the digital age.
Viral Feminism: Always #LikeAGirl
At the end of June 2014, Always created a video ad which soon became a viral sensation with over 50 million views by December. It doesn’t show the company’s products but instead sells a message about what it means to do something ‘like a girl’. Seven months later, the ad resurfaced during the 2015 Super Bowl.