Home Gallery Video John St. Jane St Are You Doing Enough to Target Women's Insecurities? 'Jane St' Is Latest Industry Satire Skewers Female Empowerment Ads By Alexandra Jardine. Published on Nov 06, 2015 Editor's Pick John St. -- the Canadian agency that brought you Cat-vertising and React-vertising -- is back with another biting industry satire, this time skewering the likes of Dove and Always and so-called "fem-vertising." This film explains it's set up an agency called "Jane St" (motto: "If she's crying, she's buying") to take full advantage of this trend, and while some of the scenarios are hilarious -- intensive empathy training for male employees and a focus group sniffing armpit odor --there's also a seriously critical message about brands cynically targeting women with "empowerment" messages. With lines such as "they might not know they have these insecurities, so it's really important that we dig them up" and ideas such as going into schools to research "tomorrow's insecurities today," this parody strikes close to the bone (some might say too much so). Whatever your reaction, there are some unsettling suggestions here -- and it's sure to provoke debate among proponents of such ads and those who think a backlash is long overdue. Rate this Ad You must be registered to rate the ad. Please Login or Register Now About CreditsDateNov 06, 2015Agency:John St.Client:John St.Directors:Aircastle CategoryWeb Film GenreComedy/Dialog Latest Creativity News on Ad Age Creativity Top 5: The Best Brand Ideas of the Past Week English and Gartrell Join Deutsch, AKQA Hires Uttley Anomaly Taps Award-Winning Creatives on Dove, Burger King to Lead L.A. Office Related work John St.: Reactervising john st Toronto John St./Cieslok Media: Text and Drive Billboard John St. Tangerine: Hard Work John St.