This commercial for Lady Foot Locker features a woman at the gym. She appears to be in competition with herself, pushing herself to work harder and do more. We hear her inner monologue as she chastises herself for not doing better. Her twin “better self” image is shown working out next to her at various machines throughout the gym, having a more toned body, doing more repetitions of exercises, and running more gracefully and for more distance and time on the treadmill. The end of the commercial features the woman without her imagined twin, throwing down her jump rope with an accompanying shout. A man working out nearby looks up at the sudden outburst, and then sneakers are shown, with a woman’s voice saying, “The shoes to push yourself. At Lady Foot Locker.”
This 2010 advertisement for Nike features NBA superstar LeBron James. Produced when LeBron was making his controversial move to the Miami Heat, he speaks directly to the camera, asking the viewer: “Should I be who you want me to be?” The ad concludes with the famous Nike slogan: “Just Do It.” The advertisement is a direct response to the intense public and media criticism LeBron has received during his playing career.
This 2014 Lego commercial shows a girl playing with Lego bricks. A girl’s voiceover talks about how she should be encouraged to imagine, create, and explore, and she is shown playing with a female lego character, flying a lego helicopter in front of a lego castle, operating on a stuffed animal on a lego operating table, creating mazes, putting on a shadow puppet show, and building a lego house.
Lego Friends, introduced in 2012, is the latest product range in a series of Lego construction toys designed to appeal primarily to girls. The sets include “mini-doll” figures, which are larger and more detailed than regular Lego figurines, as well as building block sets designed to depict a fictional suburban town called “Heartlake City.” The building kits include a beauty salon, a suburban house, a “cool convertible,” and a veterinary clinic. Regarding the $40 million dollar global marketing push behind Lego Friends, Lego Group CEO told reporters, “we want to reach the other 50 percent of the world’s children.”
This ad is part of Levi Strauss’s “Go Forth” campaign, launched in July 2012. With a black and white image, it depicts a man with a shovel across his shoulders, gazing off into the distance. He looks as if he is taking a break from hard physical labor. The image is overlaid with text: "Everybody's work is equally important."