What worked:
The ad goes beyond just featuring girls; it showcases girls who fearlessly embrace challenges and navigate through a gender-biased world.
The tagline 'hero banne ka power' (power of becoming a hero) and the empowering background score 'chori mein hai power' (there's power in girls) reinforce the notion that heroism knows no gender boundaries. This inspiring ad portrays girls as intelligent and clever individuals who assert themselves to get what they rightfully deserve. By doing so, the ad breaks traditional stereotypes and promotes a vision of gender equality, encouraging girls to be strong, smart and fearless in pursuing their dreams.
Gender Sensitivity Score (GSS): 3.5/5
The dating app's ad stands out for its commendable approach in normalising so-called non-masculine behaviours like crying while watching a movie, being tender and caring, and showing vulnerability. By subtly conveying that women find such qualities desirable and endearing, the ad challenges traditional gender norms and patriarchal expectations of men. Featuring a Bollywood youth icon adds cultural relevance and helps promote realistic images of men, encouraging individuals to be true to themselves. This ad's message is significant in fostering a more inclusive and progressive outlook on masculinity.
GSS: 3.75/5
What did not Work:
The ad, in line with its previous campaigns, depicts the mother as the sole caregiver and nurturer of the child, while the father remains in the background with no active role in childcare. This portrayal perpetuates traditional gender roles, where mothers are expected to shoulder caregiving responsibilities, while fathers are sidelined in this crucial aspect of parenting. It is a known fact that, apart from breastfeeding, fathers are fully capable of taking care of all aspects of childcare, including bathing, massaging, clothing, burping, and more.
It is disappointing that a prominent and longstanding brand like Johnson's has not progressed with the changing world, where men are increasingly stepping up and playing equal roles in childcare. The ad misses an opportunity to showcase the reality of modern parenting, where shared responsibilities are becoming the norm, and fathers actively participate in nurturing and bonding with their children. By failing to reflect this shift in societal dynamics, Johnson's Baby risks alienating a significant portion of its audience who values gender equality and inclusivity in parenting roles. As a brand with such a vast reach and influence, it has a responsibility to portray a more accurate and progressive representation of parenting in its advertisements. Embracing this change would not only resonate with its younger audience but also contribute to dismantling traditional stereotypes and promoting a more inclusive vision of gender dynamics in families.
GSS: 2.5/5
Other films from the week:
GSS: 3/5
GSS: 3/5
GSS: 3.25/5
GSS: 2.75/5
GSS: 3.25/5
GSS: 2.75/5
GSS: 3.25/5
GSS: 3/5
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