What Do Teenage Girls Think Of #Femvertising?

At Cannes Lions this year, Unilever CMO Keith Weed declared ‘the time is right for us as an industry to challenge and change how we portray gender in our advertising’. His message was backed up by the announcement of the FMCG giant’s UnStereotype initiative, and comes in the wake of a steady rise in empowering portrayals of women in ads. 

Brands like Always and Dove have been leading the charge in recent years, shifting their marketing efforts towards realistic representations of women and highlighting causes that champion gender equality.

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Caitlin Moran discussed the challenges facing publishers and journalists alike today during an insightful discussion with Johnny Hornby, founder of The & Partnership, at Cannes Lions.

Today also saw Unilever CMO Keith Weed take the stage for his ‘Future of Brands’ keynote, in which he addressed the power of influencers and Unilever’s new commitment to remove stereotypes from its brand marketing.

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We love ads at Unruly. In fact, we love them so much that every week we put together this handy list of the 5 bits of creative you might have missed over the past 7 days.

This week’s fine selection of hand-picked ads sees a number of brands and agencies tackle social issues, from LGBT rights to femvertising. Alongside the more conscious spots however, we’ve also got some comedy from Elizabeth Banks and the Humboldt Redwood Company, as well as a Motorola throwback that’s guaranteed to hit millennials right in the ‘feels’.

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Back in 2014 Always jumped on the biggest video advertising trend of the year – femvertising – with its “#LikeAGirl” campaign.

The P&G brand released the video to try and challenge traditional gender stereotypes and drive home the message that being “girlie” isn’t a bad thing. The ad performed so well that the personal care company used a shorter version of the same spot as its 2015 Super Bowl spot.

Clearly a company that knows how to jump on a trend when it sees one, Always is at it again. In its latest ad campaign, it takes on the gender roles of emojis.

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This month our viral reviewer tackled the latest effort from athletics company Under Armour. Their ‘Rule Yourself’ ad broke new ground and featured the USA Women’s Gymnastics team showing off their intense training regime.

Under Armour:Rule Yourself – USA Women’s Gymnastics

Rating: 8/10

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In celebration of International Women’s Day, Louise Tullin, Marketing and Communications Director EMEA at video ad tech Unruly, looks at the way brands are changing the way they advertise to women.

‘This Girl Can’. ‘Inspire Her Mind’. ‘I Will What I Want’.  These are the titles of ad campaigns, supporting products as varied as sporting goods and telecommunications. But what connects these promotions is that they represent a sea change in the role of women in the world of advertising. Advertising is slowly but steadily changing its treatment of gender roles, and the smartest brands are leading the charge.

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