At a recent meeting where the think tank team of a large organisation was discussing branding, an ex-Ogilvy speaker made a point that stuck with me: building a brand that supports a larger cause is the most powerful thing a company can do.
The #LikeAGirl Campaign
P&G Always created a campaign addressing how 72% of girls feel society limits them — especially during puberty, when their confidence plummets. The campaign aimed to reframe what it means to do something “like a girl.”
What continues to impress, even long after the initial broadcast, is the cinematographic approach. Award-winning director Lauren Greenfield (known for “Queen of Versailles”) orchestrated the production, featuring both celebrities and children across various age groups.
Brilliant Idea, Flawless Execution
The advertisement premiered during the Super Bowl — a bold choice for promoting a personal care product. The creative team navigated this by opening with Sports Illustrated swimsuit model Erin Heatherton, thoughtfully positioning the demographic from the first frame.
The narrative unfolds through interviews exploring interpretations of performing activities “like a girl.” A pivotal moment arrives when a young male participant realises he has inadvertently been demeaning girls — including his own sister. The campaign successfully reframes perceptions without accusation.
Building a brand around a cause this authentic is rare. When it is done well — and this is done very well — it is worth studying.