The cut of the advertisment is also amazing: showing science of daily life where problematic behavior is occurring, then switching to a scene speaking of sexual harassment. Furthermore I love the audio-cut, how various audio tracks are played at the same time. This is very impressive. Especially the narrator in the video, commenting what is happening gives one the impression that he is telling a story. Storytelling is a tool, that is very suited to use in advertisment in order to reach the audience- All in all, I think it grabs the attention of the audiences and touches the emotions of people watching very much.

The product is not really in the focus of this advertisment. But I argue that Gillette is that well known for his product, that there is no need to tell the audience about their product. I think it is great that Gillette uses its influence  in order to highlight this gender issue, showing that many problems women have nowadays are a result of the „wrong“ education of children, especially boys. It shows, we should teach our children the right values – and these are the same for boys and for girls (e.g. that everybody can be strong, that physical violence is not okay, how everybody should be taken seriously etc.)

I like how they outlined how some women don’t want to follow the typical stereotypes like „I am not getting married because I don’t feel like it“ or „I am a world CEO and mother“. One woman stated that she is allergic to social pressure. I think this was a very smart way of highlighting the cause of so many problems that women have.

When it comes to conveying the message of feminism – it is done excellently. However, conveying the message about the product didn’t succeed in my opinion. After watching the video, I honestly didn’t have any idea what this food is that is advertised there. Furthermore I don’t understand what it has to do with the expectations of society regarding women. Moreover, I don’t think the beginning of the advertisements grabs the attention of the audience so well as the video is quite dark and chaotic. I think it would have been better to start right away with the restaurant because it is only then that things are getting to start interesting. To sum up, looking at the gender aspect, I think it could have a strong impact. Considering the advertisement for the product however, I don’t think it succeeded in informing the audience about the product.

Specifically highlighting the strength of girls and women in the area of sports is a smart move of Nike because in this way they make the connection to the products of Nike and the brand. e.g. you can see the logo of Nike on the shoes of the girl in the end. Also, it plays with the slogan „Just do it “ and makes it into „Your are made of what you do“. Certainly, the advertisment delivers emotional components for the brand perception. 

I think the little story is done very nice: It starts with a realistic scene – a sweet girl entering the stage. At the beginning she fits quite well into the gender stereotype of an „ideal“ sweet little girl: wearing an innocent dress, well behaved with a soft, gentle voice. When she describes in the song what a girl is made of and sings for example „made of flowers“, the audience is delighted. Then she surprises the audience when she describes characteristics that are not typically associated with a girl: strong, made of iron etc., while she envisions different female athletes. In the end there is another plot twists: The little girl is actually playing football. The audience is left to interpret it: Maybe the scene on the stage was never happening, it was just going on in her head in order to motivate herself and give her strength. 

I love how the advertisement suddenly starts breaking all the typical stereotypes. The surprise of the audience might reflect the reaction of society when confronted with this character traits that are atypical for the female stereotyp.

I don’t think the purpose of this ad was to sell Campofrio’s ham, because how Viktoria said I really struggle to link them. I feel this is an ad to raise awareness on this topic and contribute to this process of deeply liberating women from the previous expectations. 

I think that the whole performance was in her head as she needed some encouragement for her football match. Another strong move from Nike was to choose football as the “main” sport, a sport that is male dominated. Also, I liked how the advertisement closes right before the goal, it leaves us with sort of an open ending, because after that performance the result can only be one: she scored the goal.  

Additionally, I do not think that men need to hold other men accountable. Every man should know how to behave and be responsible for himself. And it does not mean being passive and do nothing when someone sees another person acting outrageously. 

I do not want to be misunderstood here. According to my thinking, the idea that by challenging ourselves, we become better people, in this case, boys become decent men in the future, is marvelous. Being active, not passive when we see inappropriate behavior, too. It feels like these things are not the main point. This ad is not the best example of a social campaign. Is it really a challenge to behave appropriately? It should be natural, not let's be better since it's good for us, since we should get better. 

Maybe my opinion is a bit affected by the recent events and debates around sexual harassment and abuse. And it makes me more critical. No idea. 

I would like to stress out that I did not know the story behind the commercial. As I found out, plenty of men were offended by the shown picture. They were defending their masculine behaviors. 

The fascinating thing for me is that our opinion is connected to the perspective we choose and the things we are aware of.