Microsoft sets out to celebrate female invention in uplifting 'woman made' ad

Social video expert Be On reviews Microsoft's spot for International Women's Day - 'What are you going to make?'

Set to an uplifting track, the spot celebrates all things ‘woman made’ as they host the names of those many females who have made great strides for science, technology and the environment. 8/10

Created by McCann’s m:united, this campaign for Microsoft encouraged young women to create something meaningful, ahead of International Women’s Day.

Celebrating women inventors, the spot features a series of on-screen interviews with young girls, asking them to name famous inventors throughout history. While the girls reel off men's names with ease, such as Benjamin Franklin, Leonardo da Vinci, Thomas Edison and Nikola Tesla, they struggle to do the same when asked to name female inventors.

However, rather than homing in on the inadequacies of these individuals, or even society at large, Microsoft takes a much more positive approach to tackling the issue. Set to an uplifting track, the spot celebrates all things "woman made" as they host the names of those many females who have made great strides for science, technology and the environment. These include Patricia Bath, who pioneered laser cataract surgery, and Sarah Mather, who crafted the underwater telescope.

Clocking up more than 356,000 views in fewer than 24 hours, the video was launched one day ahead of International Women’s Day. Its aim is to inspire the younger female generation to be fearless and creative.

Microsoft sees the value in the personal. As part of its #MakeWhatsNext campaign, it has also been sharing personal stories about young, trailblazing women, such as Muriel Surmely, a one-time high-school drop-out, who became a designer and web developer.

Subscribe to Campaign from just £57 per quarter

Includes weekly and quarterly print issues, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Look out for the invisibles and introverts in your agency
Shares0
Share

1 Look out for the invisibles and introverts in your agency

By cultivating a clubbable culture, agencies are ostracising talented introverts, writes Andy Jex, the executive creative director at Saatchi & Saatchi London.

Just published