Always, which cleaned up in Cannes and at the Marketing Awards, is back with a new extension of its powerhouse #LikeAGirl campaign. The new ad, released Tuesday, follows the same formula as last year’s: a diverse group of girls answer questions about their gendered experiences. This time around, the ad closes with the subjects destroying boxes that represent their own perceived limitations.
It strikes all the same chords as the original – the ad’s touching, socially conscious and inspirational – and is a worthy piece of creative, but the brand may have been better served by reinventing the concept rather than delivering more of the same. One only has to look to Dove, which touched on similar issues in its decade-long “Real Beauty” campaign, to see how a fresh, evocative campaign can turn stale when a brand holds on to a winner rather than going for a refresh.
