marie claire Sex(ism) Doesn’t Sell campaign for International Women’s Day

5 March 2020

Creative Agency: Ogilvy (NSW)

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Ad agencies give dated, sexist ads a modern makeover with a tongue-in-cheek narrative to rewrite past wrongs

Ogilvy, 303 MullenLowe and Clemenger BBDO have joined marie claire in giving a series of retro campaigns a modern makeover to bring them in synch with a gender-equal world.

The reworked ads change the bygone beauty stereotype of women making themselves look good for men, do away with the view that there is only one ideal body shape and take on outright sexist imagery that degrades women.

marie claire editor Nicky Briger says: “We’ve come a long way since the days when advertising positioned women as second-rate citizens.

"It’s actually shocking to see the past imagery, and reminds us how far we’ve come. This International Women’s Day, we’ve taken the opportunity to change the narrative and rewrite history in a tongue-in-cheek way.”

Several pieces of the creative feature in marie claire’s just-released April issue, as well as across the brand’s total audience footprint of 1.3 million .

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