Fairytale Femmes in Home Depot's DIY Ads Don't Need Men
Marissa Brassfield — June 26, 2009 — Pop Culture
References: behance.net
Most fairytale heroines are maids in waiting, wringing their hands for Prince Charming to come along and save them. Not so with the fairytale characters portrayed in Home Depot’s Do-It-Herself campaign by Sarah Riddle.
The campaign features reworked fairytales in which the heroine did a little DIY home improvement to thwart the bad guys. There’s Little Red Riding Hood, who’s just installed locks to keep out the Big Bad Wolf; Rapunzel, who successfully made her own ladder to escape; and Little Bo Peep, who put up a fence to keep her sheep where they belong. Fantastic work!
The campaign features reworked fairytales in which the heroine did a little DIY home improvement to thwart the bad guys. There’s Little Red Riding Hood, who’s just installed locks to keep out the Big Bad Wolf; Rapunzel, who successfully made her own ladder to escape; and Little Bo Peep, who put up a fence to keep her sheep where they belong. Fantastic work!
Trend Themes
1. Empowered Fairytales - Opportunity to create new narratives that empower female characters and challenge traditional gender roles in storytelling.
2. DIY Home Improvement - Growing trend of women engaging in DIY home improvement projects, creating opportunities for targeted products, services, and advertising.
3. Female Leadership - Increasing demand for advertisements and media that celebrate strong, independent female characters, presenting opportunities for brands to align with this cultural shift.
Industry Implications
1. Retail - Opportunity for home improvement stores and suppliers to offer specialized products, tools, and workshops focused on women's DIY projects.
2. Media and Entertainment - Opportunity for filmmakers, writers, and content creators to develop new stories and characters that challenge gender stereotypes and empower female protagonists.
3. Advertising - Opportunity for brands and marketers to create inclusive and empowering advertising campaigns that resonate with female consumers, promoting gender equality and diversity.
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