March celebrated Women’s History Month and, while there’s no reason that celebrating women’s achievements should be kept to 30 days per year, it’s seen advertisers do like Christine de Pizan, the world’s first feminist, and use their budget to spread the equality word.
We thought it was the perfect time to recap on those iconic equality ads – old and new!
Nike’s iconic “Just do it” is accompanied by “Unlimited You” in this masterfully executed execution. While not specifically targeted towards women, Nike features the athletic prowess of females right alongside men, children and racial minorities without providing a privileged view of any particular group, just like equality should be.
One of the most iconic and talked about campaigns, the Like A Girl campaign has reached nearly 64 million YouTube views, and countless organic mentions since its 2014 release.
This ad is definitely not what you expect from Pokemon, using CGI to bring its popular creatures to life, the ad follows the chain of inspiration from a remote village to a world-class Pokemon battle. Interestingly for women, the ad showcases a young girl in an unexpected role, serially beating men (that’s right, not just one) at male-dominated chess.
P&G has wondered us with their odes to mothers year after year. In this favourite from 2016, world athletes are reassured by their moms as they face, and overcome, on their way to athletic greatness.
Vaseline reinvigorates its product by riding on the humanitarian trend. Vaseline leveraged a partnership with Direct Relief, and the voice of legendary actress Viola Davis, to help prevent deteriorating skin conditions in crisis-ridden places to revitalise and make its brand relevant in the current global environment.
This ad succeeds by tapping into a stress source for women: other women. This ad shows that judgement from others can be a factor for women who can be considered non-conforming to the female stereotype. This situation is leveraged to promote their stress deodorant and communicate a great message: There’s no wrong way to be a woman.