GoldieBlox Hammers Barbie-Style Dolls in This Creepy-Cool Homage to Apple’s ‘1984’

Smashing the patriarchal beauty standard

Headshot of Kristina Monllos

GoldieBlox is back with a charged ad aimed once again at tackling sexism in children's toys.

The spot, which is structured much like Apple's famed "1984" commercial, features young girls decked out in all manners of glitter and pink (you know, "girly" things) lining up to grab perfect Barbie-like dolls while a "Big Sister" drones, over and over: "You are beauty, and beauty is perfection."

What is it about Orwellian spots and hammers? Why is smashing things to smithereens so satisfying? Anyway, you can guess the ending.

This time GoldieBlox taps Metric's "Help I'm Alive" for its soundtrack, which is a little on the nose since the chorus of the song says "hammer" a bunch of times. Though the company must have been pretty careful with its song choice after what happened last time.

While the spot—from production company Society and director Megan Griffiths—certainly isn't perfect, it's still such a thrill to see advertising that's so passionate about throwing entrenched gender norms out the window. 

Via Time.

@KristinaMonllos Kristina Monllos is a senior editor for Adweek.