P&G's Always Takes #LikeAGirl Viral Video to the Super Bowl
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Procter & Gamble Co.’s Always will make its Super Bowl debut with a 60-second version of the brand’s #LikeAGirl viral video hit, first released online in June.
The ad, the first from a feminine-care brand in the Super Bowl, aims to “spark a social change that redefines the meaning” of the phrase “like a girl,” as P&G puts it. The video was one of the top viral ads of 2014, with 54 million views on YouTube alone, though the Super Bowl audience will more than double that reach in one fell swoop.
The video by Lauren Greenfield, Sundance Film Festival award-winning creator of “The Queen of Versailles,” takes issue with generations of playground taunts about people running, throwing or fighting “like a girl.” It asks: “When did doing something ‘like a girl’ become an insult?”
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