I am continuously encouraged by the increasingly inclusive portrayal of women in advertisements, with women stepping into roles traditionally dominated by men, such as athletes, engineers, pilots, leaders and other. Furthermore, as the advertising industry evolves and societal norms progress, we are seeing a shift towards more diverse models that reflect ordinary people rather than idealized "perfect" figures. While this progress is significant, there is still work to be done to achieve full representation.
Watching ‘Hidden Figures’ again last night and recalling ‘Million Dollar Baby’ reminded me of Hollywood’s role in igniting change which ultimately trickled into advertising.
The powerful imagery of women stepping into traditionally associated male roles in Blockbuster movies has sparked a ripple effect, prompting brands to adopt similar portrayals. Such campaigns do more than sell products, they champion a vision of empowerment and equality.
Ads released by advertisers are now challenging conventional narratives, presenting women as equally capable and dynamic. For instance, Adidas’ “Impossible Is Nothing” campaign inspires women to envision infinite possibilities with optimism and take action, while their recent “Make Sports Equal” campaign drives better opportunities for girls and women in Saudi football. Similarly, Unilever’s Rexona sports ads and their association with the 2023 FIFA Women’s World Cup highlight women’s athleticism, and my favorite, Shell’s “Support Her Journey” ad from 2018, championed women driving in Saudi Arabia.
The shift from depicting women in their previous stereotypical female roles to portraying them in powerful, dynamic roles, amplified by influential films, has significantly reshaped the advertising industry and more importantly how women are perceived. These campaigns have gone beyond commercial success. They have driven a creative revolution, challenged gender stereotypes, advocated for inclusivity and thus, inspired societal change.
So, we have seen the beginning of diversity in models by some brands with hopefully more to follow. But what more should we be seeing? What is needed next?
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