So, you wait months for the first ASA decision under the new
gender stereotyping rules and then three come along all at once
– two upheld (here and here), one not
upheld (here). What a week.
For my colleague's thoughts on that, click here
But now seems the perfect time to highlight a campaign that
seems to really challenge tired old gender stereotypes: it's
the new "Liberty Tales"
ad from Guinness.
With the men's rugby world cup tournament kicking off in
Japan next month, the Guinness ad ignores the men altogether and
instead focuses on the evolution of women's rugby in the host
nation. The ad tells the story of how, back in the 1980s, a group
of female players in Japan pursued their passion for rugby in the
face of ridicule and pressure from society to conform to its
expectations of them as wives and mothers. The players formed the
Liberty Fields women's rugby team and eventually went on to
represent their country in the women's rugby world
cup.
