Always "Keep going" by Leo Burnett

Three years ago Procter & Gamble's Always started a movement with the "#LikeAGirl" campaign, which returns with a new ad tackling the fear of failure girls experience during puberty.

The spot, created by Leo Burnett and directed by Lucy Luscombe, follows schoolgirls as they face intimidating challenges from a dance rehearsal to a chess match. Just as the brand helped overturn negative connotations of the phrase "like a girl", the next phase of the campaign invites girls to reimagine failure as fuel for their growing confidence. 


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