Have you seen Playstation’s award-winning spot ‘Gravity Cat’ yet? If you haven’t, go watch now. I’ll wait for you here: Playstation ‘Gravity Cat’ Excellent, yes? Two sisters are studying physics in their apartment, when they suddenly experience what life is like when the laws of gravity don’t play by the rules. Oh, and there’s an adorable, trouble-making, ceiling-walking kitten there too. Need a viral script? Just add cat. Gravity Cat passes the Campaign Bechdel test on several fronts. Firstly, these women have a clear narrative arc of their own, totally interdependent of a man (unless that cat is a boy cat…),…
From November, 2017
The Bechdel, the Merrier.
Aldi’s new Christmas campaign is quite a creative feat: ‘Dig in Doug’ doesn’t feature a single product shot til the last third of the spot. Praise be, retailers! Unfortunately, Doug doesn’t rate well on Campaign Bechdel. The 90 second TVC tells the story of Doug, a stubborn batsman whose backyard cricket innings draws spectators from…
Why does Campaign Bechdel exist?
With 80% of all purchase decisions made by women, you’d think brands would put more energy towards better depicting women in their advertising. Most TVCs are only 30 seconds long, so you can understand why clichès and stereotypes fill our screens: it’s story-telling shorthand. However, this is problematic when stereotypes become norms. Women in ads…
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