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Système U, the fourth-largest food retail group in France, is tackling bigger issues than hoverboard stockage in its holiday catalog this year. With a new campaign from TBWA, it's asking: What worldview are we passing on to our kids?
The supermarket group gives us "#GenderFreeChristmas," which explores the biases kids learn about play. The ad kicks off with girls and boys authoritatively explaining which toys are appropriate for their respective genders: Tea party sets are for girls, while sports and toy guns are for boys, for example.
But the ad demonstrates these opinions are less what kids naturally believe, and more a reflection of what they've been taught.
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