Lauren Greenfield’s inspiring, thought-provoking commercial for Proctor & Gamble’s Always brand goes viral

When a commercial notches nearly a million views in roughly a day, you know it has struck a chord. Such is the case with #LikeAGirl, the new spot for Proctor & Gamble‘s  Always brand directed by award-winning photographer and director Lauren Greenfield for Leo Burnett.

Always partnered with Lauren to conduct a social experiment to illustrate how people of all ages interpret the phrase “like a girl.” She asks adults to act out what it looks like to run like a girl, throw like a girl, fight like a girl. And then she asks the same of a handful of young girls. The resulting commercial is amusing, troubling, and ultimately inspiring.

As of this writing, #LikeAGirl has garnered more than 940,000 views on YouTube since its release yesterday, and it has been featured by Ad Age, Adweek, Fast Company‘s Co.Create column, and Creativity, which made it an Editor’s Pick. It’s odd to call a commercial important, but this one is—and it’s another reason that Stockland Martel is proud to represent Lauren Greenfield.

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