One of the most powerful content ideas of last year was the Always #Likeagirl campaign from P&G, and to celebrate International Women’s Day, Always has produced a follow up.
The sequel feels more like an ad than content, in that there’s less of story and no sense of revelation. But I suppose they can’t pull the rug twice can they? So this film is more like a progress report on the #LikeaGirl movement, and although it’s not as thrilling as the original, witnessing a group of girls and young women reclaim a phrase once used to belittle them makes for an uplifting and invigorating watch. The premise for this film is simple: females across the globe show off the damn impressive things they can do ‘like a girl’. Yes, it’s a little cheesy in places (I blame the music) but any marketing campaign that’s so positively changed mindsets as this has deserves nothing but universal acclaim.
The only downside to the whole viewing experience was one I discovered when my eyes inadvertently caught the comments stream underneath the film on YouTube. There’s the usual sexist codswallop on there from unenlightened knuckle-draggers confusing notions of gender equality with bench-pressing ability, but it seems that even those in support of the campaign are almost as impenetrably thick. Is it a prerequisite to have a full-frontal lobotomy before commenting on YouTube? And if so, why don’t more brands just switch off the comments function? Let the trolls roam freely on twitter, at a safer distance from the video content.