The last year was full of advertisements highlighting smart, strong women and men that defied traditional gender roles. While advertisements are—at their core—just marketing ploys for our chronically capitalist society, this year’s ads highlight the palatable version of feminism that’s taking the country by storm. Feminism’s popularity is rising, so media campaigns are catering to the movement. In an article on the Bitch blog, Natalie Baker notes the silver lining of this new ad genre:
While we don’t need to be naively over-celebratory about billion-dollar conglomerates pandering to female consumers, I do get immense enjoyment from the fact that such companies are doing so, not because they want to, but because they have to. … In fact, I like that they’re doing it out of self-interest. I don’t want feminism to be charity. I want companies to consider supporting feminism to be necessary for their survival.
The “necessity of feminism” has a nice ring to it! On that note, here’s a collection of some of our favorite feminist ads this year:
https://www.youtube.com/watch?v=XjJQBjWYDTs
(1) #LikeAGirl, Always
After interviewing a range of people, Always ultimately questions why doing anything “like a girl” is inherently bad, noticing how this is a learned judgment. The young girls interviewed don’t understand the societal implications of gender (yet). — June 2014
https://www.youtube.com/watch?v=XP3cyRRAfX0
(2) Inspire Her Mind, Verizon
Verizon’s ad pushes back against gender norms, encouraging girls to go into science and math fields. The company has also created technology innovation programs and awards millions of dollar in scholarships to school-age girls. — June 2014
https://www.youtube.com/watch?v=ZY0cdXr_1MA
(3) I Will What I Want, Under Armour
Under Amour, a company that traditionally evokes images of muscles and sweat, is expanding its traditional masculine-driven advertising. In this spot, Misty Copeland, American Ballet Theatre soloist, dazzles while narration reads a rejection letter saying, “You have the wrong body for ballet.” This ad expands the boundaries for both masculinity and femininity in a mere 60 seconds. — July 2014
https://www.youtube.com/watch?v=443Vy3I0gJs
(4) America Is Beautiful, Coca Cola
This Super Bowl ad features a collection of Americans singing “America the Beautiful” in a variety of languages. It’s heartwarming and nationalistic, highlighting an idealistic (if not simplistic) version of the United States. — February 2014
https://www.youtube.com/watch?v=LKuQrKeGe6g
(5) Gracie, Cheerios
Our favorite interracial Super Bowl family is back (for a quick 30-second spot). In this ad, Gracie bargains with her dad over Cheerios about additions to the family. — January 2014
(6) First Moon Party, HelloFlo
The team behind The Camp Gyno brings us another celebration of menstruation, complete with bobbing for ovaries and red fondue (how appetizing). For additional reading, check out Ms. magazine co-founder Gloria Steinem‘s thoughts on a world of menstruation celebrations. — June 2014
https://www.youtube.com/watch?v=U0fMDtdtbPE
(7) #HallowClean: Daughters, Tide
In a house full of messy girls and an occasional Halloween monster, Tide re-introduces a stay-at-home dad to clean up the abounding monstrosities. We’re happy to see Tide acknowledging that fathers that take part in domestic work—a sphere traditionally allocated to women. — October 2014
https://www.youtube.com/watch?v=KmmGClZb8Mg
(8) #GirlsCan: Women Empowerment, CoverGirl
CoverGirl jumps on the women’s empowerment bandwagon by featuring Queen Latifah, Ellen and Pink (with a slew of others). The celebrities talk back to the “girls can’t” verbal obstacle. — February 2014
https://www.youtube.com/watch?v=rzL-vdQ3ObA
(9) Not Sorry | #ShineStrong, Pantene
Women apologize far more often than men. This commercial notes that gender breakdown then offers alternative language to make women “be strong and shine.” — June 2014
https://www.youtube.com/watch?v=ZVCC83cDch0
(10) GoldieBlox Super Bowl Ad, GoldieBlox
GoldieBlox’s original ad sparked quite a conversation about the toy company, which aims to inspire girls toward engineering fields. Regardless of the initial pinkwashing and its most recent big-brother ad, this February commercial created buzz about girls in STEM fields, gender-neutral toys and appropriate way to educate kids. — February 2014
