Little Girls Defy 'Big Sister' in GoldieBlox's Orwellian Pink Dystopia

Construction Toy Brand Rages Against Girly Fashion Dolls

Published on

Editor's Pick

GoldieBlox -- the girl's construction toy brand launched by Stanford engineer Debbie Sterling -- is promoting its action figure in an ad that compares fashion dolls to ... well, some evil product of an Orwellian dystopia.

With a nod to Apple's "1984," little girls in sparkly pink are shown picking dolls off a production line while being indoctrinated by "Big Sister" (shown on a series of screens), who tells them "You are beauty ... and beauty is perfection." Until suddenly, one girl, in denim and Converse, leads a rebellion. It's all set to the soundtrack of Metric's "Help I'm Alive." Directed by Megan Griffiths of Society TV with an all-female crew, it's powerful stuff. Barbie should be scared stiff.

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now

About

Credits
Date
Nov 06, 2014
Client:
GoldieBlox
Directed By:
Megan Griffiths
Produced by:
Society
Producer:
Lacey Leavitt
Tags
Category
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age