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When it comes to sports, girls are often discouraged from continuing to play because of their gender. That's a message that's not worth listening to, says this new Olympic-themed spot from Procter & Gamble's Always.
Part of the ongoing "Like a Girl" campaign from Leo Burnett, the P&G brand's new 60-second film was created with documentary filmmaker Nanette Burstein, whose pro-girl résumé includes STEM ads from Microsoft and this Knorr mini-documentary. While it still uses social experiment elements from Lauren Greenfield's original "Like a Girl" ads, the brand's latest work moves the girls outside and shows them in their own environments.
According to Always' research, half of girls quit sports by the end of puberty; that's something Always wants to change.