Always Urges Girls to 'Keep Playing' and Not Quit Sports in Olympic 'Like a Girl' Spot

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. Why? If girls keep playing sports past puberty, it can help their confidence. "The Olympic Games are a time when, all around the world, female sports participation is elevated in the public eye. And for that reason, we could not think of a better moment to drive awareness of the critical role sports play in building girls' confidence," said Michele Baeten, Always associate director. To launch the spot, Always partnered with soccer star Alex Morgan, who tweeted it out. Morgan also shared her own story of discouragement: "At age 13, one of my coaches told me that I wasn't good enough. As a young girl just wanting to play and do my best, that was difficult to hear. It would have been easy for me to quit, but I wouldn't be the confident person I am today if I had." Even if the work might be a bit obvious, the campaign's evolution makes sense. And it's nice to see Always find ways to make its social experiments more visually compelling. Plus, it seems to be working; the film has already racked up more than 1.5 million views on YouTube in less than a day. CREDITS Client: P&G Always Agency: Leo Burnett Worldwide Creative Mark Tutssel – Global Chief Creative Officer, Leo Burnett Worldwide and Creative Chairman, Publicis Communications Judy John - Chief Creative Officer, Leo Burnett Toronto Nancy Hannon – EVP Executive Creative Director, Leo Burnett Chicago Isabela Ferreira – VP Creative Director Natalie Taylor – VP Creative Director Amanda Mearsheimer – Associate Creative Director Gloria Dusenberry – Associate Creative Director Anthony Brooks – Senior Copywriter Jillian Lamb – Senior Art Director Garrett Vernon – Copywriter Pete Kellen – Copywriter Luis Marques – Senior Art Director Darlene White – Creative Resource Manager Production Vincent Geraghty – EVP Executive Director of Production Mary Cheney - SVP Group Executive Producer Tony Wallace – VP Executive Producer Adine Becker – Senior Producer Chris Clark – Director of Music Alex Stern – Assistant Music Producer Linda Yuen – Senior Talent Manager Julie Lewandowski – Production Manager Nanette Burnstein – Hungryman/Director Kevin Byrne – Hungryman/EP Head of Production Julianne Maloney – Hungryman/Producer Tami Rieker – Director of Photography Nikki Vapenski – Whitehouse Post/Editor Luke Morrison - Mill/Colorist John Binder/ David Gerbosi/ Peter Erazmus – Another Country/Audio Mix Planning Kristin Hayward – VP Participation Strategy Director Account Annette Sally – EVP Account Director Katie Nikolaus – Account Director Sarah Kaminsky – Account Director Ashley Sawatzke – Account Supervisor Suz Sward – Assistant Account Executive Raleigh Ward – Assistant Account Executive Legal Michael Sirota – SVP Associate General Counsel Tracy Scimeca – Commercial Clearance Manager

AdFreak

Always Urges Girls to 'Keep Playing' and Not Quit Sports in Olympic 'Like a Girl' Spot

Battling another bleak statistic

Kristina Monllos

About

Subscriptions

Events

Publications

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

Kristina Monllos