Media tagged Advertising

GoldieBlox and Rube Goldberg “Princess Machine” ad

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This 2103 advertisement is for GoldieBlox, a toy company that makes engineering toys for girls with the mission of getting girls building. The company was founded by Debbie Sterling, a Stanford University trained mechanical engineer who wanted to “disrupt the pink aisle” and provide girls with more options for toys beyond dolls and princesses. The ad shows three girls watching a stereotypically girly and pink television advertisement with unimpressed looks of boredom and inability to relate on their faces. The background music changes as the girls grab tool belts, hardhats, and safety goggles, and are then shown participating in a complex Rube Goldberg “Princess Machine,” where a series of deliberately engineered chain reactions turn objects from the inside and outside of the house into a fun, complex contraption used to ultimately change the channel from the stereotypical tv commercial at the beginning of the ad. The new commercial the girls see shows Goldie the cartoon character from GoldieBlox who is a kid inventor that loves to build, and advertises the company’s engineering toys with the tagline, “toys for future engineers.” The video ends with the three girls in the living room where they started, wearing the tool belt, hardhat, and safety goggles and standing with arms crossed and expectant looks on their faces.

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GoldieBlox - This is Your Brain on Engineering

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This 2014 advertisement for GoldieBlox, a company that makes engineering toys for girls, seeks to encourage more girls to go into engineering and related fields, as opposed to only focusing on playing as or becoming “princesses.” The video opens with a girl wearing a white lab coat and butterfly wings over a lavender dress, holding a frying pan and egg, saying, “this is your brain.” She puts the egg on a conveyer belt and the egg travels past a scene with vanity counters and makeup chairs in the background. Her voice says, “this is your brain on princess,” and the egg pauses and is “made up,” with eye shadow, eyelashes, blush, lipstick, a wig, highlights, and a tiara. The made up egg then continues to travel along the conveyer belt past a post it note with a message on it: “at age 7, girls begin to lose confidence in math and science,” and then moves past another note, “at age 13, over half of all girls are unhappy with their bodies.” The egg then falls off the conveyer belt. As the egg slowly falls, the girl’s voice is heard saying, “This is your brain on engineering,” right as the falling egg is caught by a basket on a small Ferris wheel with another note on it: “engineering jobs are growing faster than all other jobs in the U.S.” The egg travels through the Ferris wheel and up an elaborate zip line and mini rollercoaster, passing another note, “female engineers earn 33% more than women in other fields,” and “only 13% of engineers are women.” The egg’s journey ends as it disappears into a small building, where there is a cracking sound and a baby chick appears through the open door, next to another post it note that reads: “girls are more than just princesses…they are our greatest resource.” The girl from the beginning of the commercial is seated nearby, picks up the chick, and asks, “any questions?”

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Gossip Girl Promo

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"Gossip Girl" is a television teen drama series that ran from 2007 to 2012. In this promo from a season two, upper-class protagonist Serena (played by Blake Lively) and middle-class poet Dan (played by Penn Badgely) are on a bus. Serena instigates a series of increasingly seductive gestures, first offering him a magazine,  biting into a chocolate-covered strawberry and voraciously sucking her fingers, falling into his lap, and finally grabbing him and leading him towards the bus toilet where they hook up. The controvesial promo was part of a larger campaign designed to be  shocking and provocative, using taglines such as "OMFG!" on billboards and posters. The campaign also appropriated negative press received from watchdog groups ("mind blowingly inappropriate" and "bad for you"), and turned the criticsim around as a way to brand the show and its racy content.

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Gucci - Guilty for Her

NOTE: Read in Conjunction with "Gucci - Guilty for Him"  

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These are two print advertisements for “Guilty”, a cologne produced by the Gucci company. The first ad is for the “Guilty For Her” perfume that was launched in 2010; the second is for the “Guilty Por Homme (for men)” cologne that was launched in 2011. Both advertisements feature a man and a woman, shirtless and in close contact. In the women's version, the female stares directly into the camera; in the men's version, the male stares directly into the camera.

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Gucci - Guilty For Him

NOTE: Read in Conjunction with "Gucci - Guilty for Her" 

About

These are two print advertisements for “Guilty”, a cologne produced by the Gucci company. The first ad is for the “Guilty For Her” perfume that was launched in 2010; the second is for the “Guilty Por Homme (for men)” cologne that was launched in 2011. Both advertisements feature a man and a woman, shirtless and in close contact. In the women's version, the female stares directly into the camera; in the men's version, the male stares directly into the camera.

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