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How 'Like a Girl' Broke the Internet, Won the Super Bowl, and Changed P&G Forever

On episode 3 of Tagline, the story of Leo Burnett's classic social experiment for Always

Commercials on the Super Bowl often go viral. But in 2015, it went the other way, as a viral spot from YouTube stormed halftime of the big game, extending its already impressive reach and inspiring the culture to dismantle a phrase that was literal evidence of girls' confidence drop at puberty.

This week on Tagline, we look back at the Always brand film "Like a Girl" with the team that made it. We look at how the social experiment was constructed and filmed, how the spot broke the internet and lit up the Super Bowl, and how its success changed P&G—and the industry—forever.

 

Listen to episode 3 of Tagline above, or subscribe to the show wherever you get your podcasts. And below, check out the original "Like a Girl" film as well as the 60-second Super Bowl edit—and a few related videos that Always released at the time.

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Episode 3 guests

• Judy John, global chief creative officer, Edelman
• AJ Hassan, executive creative director, capital A creative
• Lauren Greenfield, filmmaker, Girl Culture Films
• Michele Baeten, vp, global sustainability, Procter & Gamble
• Edgar Sandoval, president and CEO, World Vision
• Marc Pritchard, chief brand officer, Procter & Gamble


The original 'Like a Girl' web film


The 60-second 'Like a Girl' Super Bowl spot


A profile of director Lauren Greenfield

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Tim Nudd
Tim Nudd is editor in chief of the Clio Awards and editor of Muse by Clio. Previously, he was creative editor at Adweek.

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