Secret Deodorant's Super Bowl Ad Challenges Inequality
Grace Mahas — January 29, 2020 — Social Good
References: youtube & cosmeticsbusiness
With the Super Bowl around the corner, Secret Deodorant has made a stand against gender inequality with its new ad #KickInequality. According to Secret’s Associate Brand Director Sara Saunders, over two-thirds of girls believe that society does not encourage women to play sports.
To challenge these notions, Secret's #KickInequality Super Bowl ad features a crowd cheering for players, only to stop when it's revealed the athletes are women -- and then cheer louder. It featured American soccer players Carli Lloyd and Crystal Dunn and challenges societal norms about women in sports.
“While I’ve been vocal about my ambitions to play football professionally, this message is so much bigger than football, it’s about showing to women and girls that it’s okay to set big goals for themselves and aspire to be more than what they think is possible,” said Lloyd.
Image Credit: Secret Deodorant
To challenge these notions, Secret's #KickInequality Super Bowl ad features a crowd cheering for players, only to stop when it's revealed the athletes are women -- and then cheer louder. It featured American soccer players Carli Lloyd and Crystal Dunn and challenges societal norms about women in sports.
“While I’ve been vocal about my ambitions to play football professionally, this message is so much bigger than football, it’s about showing to women and girls that it’s okay to set big goals for themselves and aspire to be more than what they think is possible,” said Lloyd.
Image Credit: Secret Deodorant
Trend Themes
1. Gender Equality in Sports - Disruptive innovation opportunity: Develop innovative sports programs and marketing campaigns that challenge gender stereotypes and encourage women and girls to participate in sports.
2. Empowering Advertising Campaigns - Disruptive innovation opportunity: Create advertising campaigns that empower marginalized groups and challenge social norms, inspiring positive change in society.
3. Breaking Societal Barriers - Disruptive innovation opportunity: Develop initiatives and advocacy programs that break down societal barriers and create equal opportunities for women in various industries.
Industry Implications
1. Sports Industry - Disruptive innovation opportunity: Introduce new sports products or services that specifically cater to women, empowering them to excel in their chosen sports.
2. Advertising Industry - Disruptive innovation opportunity: Incorporate inclusivity and empowerment in advertising campaigns, challenging traditional gender roles and inspiring societal change.
3. Advocacy & Nonprofit Sector - Disruptive innovation opportunity: Launch initiatives and programs that promote gender equality, advocating for equal opportunities and breaking down societal barriers.
1.2
Score
Popularity
Activity
Freshness
