Only 19 percent of girls view the phrase “like a girl” with any positive association. Which is exactly why Always, the company that plays a part in the majority of first periods, decided to enter the emotionally manipulative advertising genre of empowerment with a campaign seeking to reclaim the phrase: “Like a Girl.”
For the 3-minute ad, they enlisted director Lauren Greenfield (The Queen of Versailles) to ask a range of people — male, female, adolescent, adult, and prepubescent — to act out what the phrase means to them. What does it mean to run like a girl? According to popular opinion, it involves demented prancing, squeals, and lots of hand-waving. Naturally, there’s a happy ending, where we’re treated to an inspirational montage of women and girls learning to act like the powerful forces they are.