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#LikeAGirl is a video advertisement for the Always brand of feminine hygiene products which compares the way adults and children mime various behaviors when asked to perform them “like a girl.”
On June 26th, 2014, the Always YouTube channel uploaded a video titled “Always #LikeAGirl,” featuring adults and children standing in front of a blue screen who are asked to run, fight and throw “like a girl” (shown below). In the first three weeks, the video gained over 40.4 million views and 31,000 comments.
The same day the video was released, Redditor fletchleanne submitted it to the /r/TwoXChromosomes subreddit. On June 27th, 2014, Redditor SpintheCork submitted the video to the /r/videos subreddit, where it garnered more than 3,400 votes (66% upvoted) in the next three weeks. In the comments section, the highest-voted comment pointed out that the video was an advertisement and that the actors in the video were likely coached to mimic various stereotypes.
Following its release on YouTube, the video began circulating on Twitter with the hashtag #LikeAGirl, with over 120,000 mentions in the next month according to the Twitter analytics site Topsy (shown below).
On July 15th, the WonderFools YouTube channel uploaded a French language parody of the commercials in which people are asked to perform behaviors “like a geek” (shown below, left). On July 19th, YouTuber Thunderf00t uploaded a video criticizing the viral marketing campaign for exploiting women’s insecurities to sell products (shown below).
News Media Coverage
In the coming days, several news sites published articles about the viral advertisement, including Time, The Telegraph, BuzzFeed, Mashable, The Huffington Post, Washington Post and The Federalist.
On the XLIX superbowl a shortened commercial of the “#LikeaGirl” video appeared, causing another mayor buzz on social media as well as popular culture sites who wrote favorable articles for the commercial.
Controversy and #LikeABoy Hashtag
The commercial caused a controversy mostly fueled by lack of representation of males into problems which have similar roots on the ones in the video, this caused a counter-response to the first hashtag with another one titled #LikeABoy in which users point out problems males suffer, the tag was quickly hijacked by users complaining about the self-centered nature of the tweets in it.
Hollywood Reporter – #LikeABoy Trends as “Meninists” React to #LikeAGirl Ad