This US campaign by Leo Burnett in Chicago has been attracting a lot of positive criticism and is predicted to do well at the Cannes Advertising Festival this week.
It’s a strong piece of content sponsored by Always and kind of riffs off the long term success of Dove’s inner beauty campaign in that it taps into the inner feelings of ordinary girls who enter puberty under the largely subliminal prejudice that doing things ‘like a girl’ is pathetic and second best. It aims to take this perhaps unintentional, but deeply ingrained, prejudice and show it for what it is, a demeaning and institutionalised put down and to eradicate it from American culture.
Certainly an ambitious objective; but in the land of sanpro where the convention has been to suggest that menstruation is a time for riding on horseback or surfboarding then this is to be applauded.
Here’s a taster. What do you think?