TIME Culture

This Ad Completely Redefines the Phrase “Like a Girl”

Acting "like a girl" should not be an insult

+ READ ARTICLE

After today, you’ll probably never use the phrase “like a girl” in a negative way—intentionally or not—again.

A new video seeks to redefine the phrase “like a girl,” as something strong and powerful. It’s part of the larger #LikeAGirl campaign by Always, the feminine hygiene brand owned by Procter & Gamble. Award-winning filmmaker Lauren Greenfield, who directed the 2012 documentary, Queen of Versailles, teamed up with Always to illustrate the brand’s mission to empower females and attack what Always calls a “the self-esteem crisis” among young girls.

In the video, a cast of men and women of all ages are asked to describe what they think the phrase “like a girl” means. The result is troubling. Waving hands and flipping hair, the participants pretend to run “like a girl” and throw “like a girl.” Everyone—except, notably, the young girls—demonstrate that “just like a girl” is often perceived as an insult. Yet the young girls act out athletic and deliberate motions. The others soon realize their mistake.

Branded female empowerment campaigns are nothing new: Consider Dove’s “Real Beauty” ads, which use simple props to show how “real” women feel about themselves. And Pantene has done similar work, with a focus on dismantling gender stereotypes in the workplace. All of these ads have gone viral—an advertiser’s dream.

The #LikeAGirl video could follow a similar path. Either way, it’s worth taking a minute to watch the video to see what these young girls have to say. After all, as one woman points out in the video, “I am a girl and that is not something that I should be ashamed of.”

Your browser, Internet Explorer 8 or below, is out of date. It has known security flaws and may not display all features of this and other websites.

Learn how to update your browser
Follow

Get every new post delivered to your Inbox.

Join 46,359 other followers