10 Best femvertisements of 2014

2014 marked a shift in marketing where companies realized that women didn’t need to be pandered to or objectified, and ads that inspired women or empowered them were much more likely to create positive buzz around a product. Welcome to femvertising.

It was a good year for advertising that reflected how women view themselves, their daughters, and the world around them. Women make money. Women spend money. It only makes sense that companies started marketing their goods and services to women who moved beyond the typical advertising tropes of the exhausted housewife or the scantily clad damsel. Here are 10 ads that got femvertising right in 2014.

1. Like A Girl/Always

www.youtube.com/embed/XjJQBjWYDTs
Director Lauren Greenfield’s brilliant ad for Always captured the spirit of femvertising and sparked conversations among girls all over.

2. Thank you Mom/P&G

www.youtube.com/embed/57e4t-fhXDs
For teaching us that “falling only makes us stronger.”

3. Legacy/Dove

www.youtube.com/embed/Pqknd1ohhT4
Dove reminds us all that self-worth is a legacy we pass on to our daughters.

4. I Will What I Want/Under Armour

www.youtube.com/embed/ZY0cdXr_1MA
Watch how Misty Copeland was told she wasn’t good enough to be a ballerina.

5. Google /Made With Code

www.youtube.com/embed/Bo11JJgj1cU
Google is determined to engage girls with code.

6. The Big Sister Machine/GoldieBlox

www.youtube.com/embed/fLO0eQuc-sQ
Not only does “GoldieBlox vs. the Big Sister Machine” disrupt the pink aisle, but it sends the message that young girls are more than living dolls.

7. First Moon Party/HelloFlo

www.youtube.com/embed/NEcZmT0fiNM
HelloFlo sparked conversations around puberty and menstruation that are rarely discussed in typical advertising.

8. Pantene/Sorry Not Sorry

www.youtube.com/embed/rzL-vdQ3ObA
Pantene challenged women to stop apologizing for no reason, and to instead be strong and shine.

9. Mo’ne Davis/Chevrolet

www.youtube.com/embed/UM0y9V7mr9A
Chevrolet celebrated Mo’ne Davis throwing like a girl, which means at 70 mph.

10. Girls Can/CoverGirl

www.youtube.com/embed/KmmGClZb8Mg
Here’s hoping we see more femvertising in 2015. It’s about time.

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