One of advertising’s favourite themes of the last couple of years has been female empowerment. The campaigns for Sport England ‘This Girl Can’ and P&G’s Always ‘Like a Girl’ were much-lauded and they hoovered up a load of awards. The awards weren’t just for creativity. There were also PR awards and both campaigns won Gold at the Account Planning Group awards for creative strategy.
I particularly like the Sport England campaign. It’s the kind of long-term thinking which characterised the best Central Office of Intelligence (COI) campaigns, before its sad destruction by the politicians.
I’m struck by the irony – that is the actual irony rather than in the Alanis Morissette sense – that the industry was subsequently plunged into an intense bout of flagellation over whether women were unfairly treated in the industry. This culminated in all that unpleasantness with Gustavo Martinez at JWT and Kevin Roberts at Publicis Groupe.
As far as the advertising is concerned, I find it easier to be impressed by the Indian Nike campaign below, which seems to have a more direct relationship with achieving a tangible marketing goal. In this case, selling sports kit to athletic women.
And frankly it was about time Nike did some really good advertising again.