Key facts
| Brand | Always (Procter & Gamble) |
| Year | June 2014, shorter version in Super Bowl 49 (February 2015) |
| Agency | Leo Burnett (Toronto and Chicago) |
| Director | Lauren Greenfield |
| Production | Chelsea Pictures |
| Awards | Cannes Grand Prix, Primetime Emmy (Outstanding Commercial), seven Clios |
What is it about and how was it made?
The film asks what “like a girl” means. Adults and teenagers are asked to run or throw “like a girl”. Young girls do it with full commitment, older participants interpret the phrase as an insult.
Documentary filmmaker Lauren Greenfield directed it for Leo Burnett. The film was released in June 2014, a shorter version aired in Super Bowl 49 in February 2015.
The spot won the Grand Prix at Cannes (14 Cannes Lions in total according to SHOOT), the Primetime Emmy for Outstanding Commercial (September 2015) and seven Clios in 2014, including a Grand Clio for PR.
Read the numbers with care
Reach figures differ by source and date: reports cite 48 million YouTube views (2014), later more than 70 million and about 4.5 billion online impressions worldwide. The numbers are not directly comparable.
What brands can take away (our interpretation)
- A familiar phrase is read anew. An everyday saying becomes a topic.
- A brand that addresses a real problem (girls’ confidence) can become part of a movement.
- The shorter TV version in the Super Bowl extended the reach of the online film.
Planning your own spot? The TV spot production guide explains the process, the agency brief template helps with the commission.
Sources
- SHOOT: Emmy win, DGA nomination, 14 Cannes Lions for “#LikeAGirl”
- PR Newswire: Leo Burnett’s #LikeAGirl wins Emmy
- reelChicago: #LikeAGirl wins seven 2014 Clios
This article only states facts we can substantiate from the sources linked below. The section “What brands can take away” is our own interpretation.