Hugely Popular ‘Like a Girl’ Campaign From Always Will Return as a Super Bowl Ad

P&G brand says video has a lasting impact on girls and boys alike

With more than 80 million views worldwide, the "Like a Girl" video from Always has become an anthem for the empowerment of young women since debuting in June 2014.

Now the Procter & Gamble feminine products brand is giving its campaign a renewed burst of visibility by airing a shortened version of the popular three-minute clip as a 60-second national Super Bowl ad.

"Since its launch, we have been overwhelmed by the support for the #LikeAGirl video and encouraged by the positive impact it has made so far. When people watch the video, we know it changes their perception of the phrase 'like a girl'—and it makes a difference for girls' confidence," said Always global vp Fama Francisco, in a statement released this morning. "We feel so strongly about this that we're now taking this message to a bigger stage, the Super Bowl, so even more people can join us to champion girls' confidence and change the meaning of 'like a girl' from an insult into something positive and amazing."

The brand says its video is doing more than just rallying supporters for equality. Always commissioned a study of the ad and says that 76 percent of young women ages 16 to 24 said they no longer saw "like a girl" as an insult after watching the ad. Two out of three men who watched it said they would think twice before using the phrase as an insult, according to the study.

A recent study shows that after watching the video, 76 percent of girls ages 16-24 no longer see the phrase "like a girl" as an insult, and two out of three men who watched said they would stop or think twice before using "like a girl" as an insult.

The original video, created by agency Leo Burnett's offices in Chicago, London and Toronto, has been viewed more than 54 million times on YouTube and nearly 30 million more times on other sites, Always says. 

The brand is also sending 15-year-old quarterback Karlie Harman to the Super Bowl as a brand ambassador. 

Here's the original video: 

@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."
Roo Powell is freelance contributor to Adweek.