Creativity

What if James Bond, Rocky & Neo Were Women?

GoldieBlox Attacks Hollywood in Film Asking Why Girls Can't Be Action Heroes

By Alexandra Jardine. Published on Nov 04, 2015

Editor's Pick

GoldieBlox, the maker of construction toys and action figures for girls, is known for its punchy feminist-themed virals (including Big Sister, where it rages against girly fashion dolls). In the latest, GoldieBlox turns its critical attention to Hollywood.

The film poses its new action figure, Ruby Rails, in a variety of iconic male action film roles -- Batman, James Bond, Indiana Jones, Gladiator, Mad Max -- and intersperses statistics from the film industry such as "Only 12% of lead characters in major Hollywood films are female."

It's set to Bonnie Tyler's "Holding Out for a Hero." In particular, the video highlights the fact that women of color are especially underrepresented in these roles: Ruby Rails is a dark-skinned heroine. GoldieBlox wants people to share the video using the hashtag #playlikeahero.

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Credits

Date
Nov 04, 2015
Client:
GoldieBlox

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