Let’s look at the Always brand Super Bowl spot again. It’s a spot that takes chances by taking a stand, which naturally irks a few people, while working to inspire others.
http://youtu.be/XjJQBjWYDTs
Writing for The Week, Elissa Strauss explores whether or not feminist-inspired advertising is a bad omen for women’s rights.
Should we be celebrating the corporate world’s embrace of feminism? Or condemn them, as some critics have, for being corporations with the less-than perfect feminist records and co-opters of a cultural and political movement? I say the former.
We can’t ignore the power advertising has to shape our consciousness.
I agree. And that’s why it’s essential to portray girls excelling in sports, school and in the community. As Chevy did last fall during the World Series.
http://youtu.be/UM0y9V7mr9A
Strauss argues, “it’s rare to witness a cultural and political movement that occurs exclusively outside the realm of consumer culture.”
Again, I agree. I remember when Grateful Dead had a hit record in 1987 and all of a sudden tie-dyes were for sale at Macy’s. Subcultures with staying power in America are co-opted by the mainstream. Added to the melting pot. Commerce eats culture.
With this in mind, one might say that Chevy and P&G-owned Always are cynical corporations willing to use any cause to advance its own. In fact, one (named Emily Shire) did say.
The campaign is shamelessly emotionally exploitative. It demonstrates real problems—femaleness as a derogatory statement, decrease in self-confidence as women mature—in a beautiful and clear way, but then pretends a corporate manufacturer of panty liners meant to “help you feel fresh ever day” can solve them.
No, it does not pretend. It’s not a product spot, it’s a brand spot in search of women buyers who align with this kind of girl-power thinking.
Here’s a better question: Do these giant American corporations pay women and promote women equally? I don’t know the numbers, but few corporations in American do. Which is a problem in our culture that brands can help address.
Is it wise for brands to attach themselves to a particular solution for societal problems? In my mind, a brand better stand for something and make it clear what it stands for.
Chevy and Always are two brands willing to take a stand, and from a communications perspective I admire them for doing that. More people (and brands) could take strong stands about important matters, as far as I’m concerned.
