Now, I know this isn't selling something obviously (although you could say they are selling an idea and they do sell merchandise) but I think the bold method used in the advertisement is one that needs recognition. I have seen it lots of times on my Facebook newsfeed, and like Marmite (For those wondering, of course I will be doing a post about Marmite at some point) people either love it or hate it. Take my parents for example, they find little girls swearing just so offensive that they can't see past it to the point of the video. The message is simple, but raises so many questions. How can we find these girls swearing so offensive yet be so accepting of women not having equal rights? Anyway enough political views (I'm sure you can see what mine are!) and lets get down to business.
The advert lulls the watcher in to begin with magical wand sounds, and adorable girls saying 'pretty' in angelic tones and then BOOM. The first f-bomb is dropped and the music becomes a quirky upbeat tempo. You are shocked at the complete change of direction yet this makes you pay attention at the juxtaposition of young girls talking serious facts and statistics.
Another aspect I particularly like about this is the fun feeling, once you accept the potty mouthed princesses, of how over-the-top sassy these girls are. There is this unique Beyonce-vibe of not wanting to be a 'damsel in distress' but a strong independent female without being the wailing feminist we all instantly think of; they are redefining that a feminist can be just a normal woman or girl, that it's acceptable.
In conclusion, if it were based purely on my own opinions then this advert would receive 10/10 every time for being so edgy and different. But, because of how extremely controversial I know it is, it would have to be 5/10. It definitely makes an impact but its message can be lost because of being quite shocking, which is why it has a lower score.
P.S. for more information about this movement or to buy their merchandise got to http://fckh8.com
