Breathe a Sigh of Relief, Ladies: You Can Finally Watch the Super Bowl ‘Like a Girl’

It’s good to know there will be at least one ad that won’t feature women as props or sex objects.
Jan 30, 2015·
Culture and education editor Liz Dwyer has written about race, parenting, and social justice for several national publications. She was previously education editor at Good.

Move over, Carl’s Jr. and Go Daddy. A new kind of Super Bowl ad is about to air on Sunday—one that turns the spotlight on female empowerment. “Like a Girl,” a commercial from the feminine hygiene brand Always, is a far cry from the usual sexpot or airhead tropes that tend to show up in ads during the big game.

As you can see in the clip above, it features tween and teen girls demonstrating that throwing or running like a girl isn’t a wimpy, hapless endeavor. The ad is a shortened version of a longer clip that Always debuted last June as a part of its “Like a Girl” campaign, which went viral. No doubt it was helped along by the summer success of Little League star Mo’Ne Davis, who can belt out a 70 mph fastball. Throw like a girl, indeed!

“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,” Fama Francisco, vice president of Global Always, said in a statement. “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.”

Along with sharing a positive message about women and girls, a rep for the company told Huffington Post that it may also be the first-ever ad related to a feminine hygiene product to air during the Super Bowl. That’s some genius marketing from the brand, because in 2014 nearly half of all viewers of the game were women, according to demographic data from Nielsen.