P&G’s successful feminine hygiene brand, Always Arabia’s latest online advert Titled ‘The New Brave’, salutes women and their bravery in this challenging time.
The ad highlights the strength and resilience of every woman who is fighting the (COVID-19) Pandemic in their own way; be it secluded at home or working at the front-line to fight this disease. It celebrates women who live bravely in every reality.
The ad uplifts the courageous women who didn’t give up in face of adversity but kept fighting. Since the Pandemic has taken a mental, financial and physical toll on each one of us, every person is fighting their own battle; several women worldwide have been alone at home, many in isolation, away from families and loved ones.
The commercial starts with a powerful female voice-over, showing shots of women of color from all over the world; as the ad says,
“We are brave when we cry, when we try, when we put on lipstick just to smile. We are brave when we push through period pains and we are brave when we bake; we are brave when we dance and we are brave when we change; bolder, stronger” – it’s the recognition of this bravery that has made us realize our true potential. It has made us bolder and stronger than ever before. There has never better time to claim #TheNewBrave.
Watch the powerful advert below and Meet the New Brave:
It’s time we acknowledge what terrific multi-taskers females are. Women, who are considered more emotionally vulnerable have been beautifully managing remote work, household work without house help, keeping children engaged at home and learning alongside them.
Most importantly, 70% of the women are front line workers trying to save human lives every day. They are strong pillars of the society and fantastic support system for their families. Hence the advert gives a shout out to these beautiful women, creating a new definition of ‘bravery’.
P&G’s brand Always has harnessed women empowerment since a long time and has unapologetically celebrated women by creating feminist campaigns. The “Generation of Firsts” was a significant turn for Saudi women. Similarly, the very popular “LikeAGirl” campaign addresses the elephant in the room – why #LikeAGirl has become an insult?
This is a deep, powerful and thought provoking message. Now this is the kind of feminism the world needs – to make#LikeAGirl mean amazing things.
Period poverty is a worldwide issue impacting women and girls who don’t have access to hygienic and safe sanitary products. They are culturally shamed and miss out several days of school and activities that they love to do.
Always has been working to #EndPeriodPoverty since March 2018 by donating sanitary pads and so far, has donated 29 million period products to schools and younger girls.
It is refreshing to see marketing and advertising take a huge leap of faith and brands catering to women, representing women is such positive light.
P&G, as part of its relief campaign, has donated to charities and organization to help front-line female workers in this time of need.
What are your thoughts on Always’ new commercial? Let us know in the comment section below.