The "Keep going" spot by Leo Burnett Chicago is a rallying cry for girls to embrace failure as fuel to build their confidence. It follows a group of schoolgirls over the course of a day, when they face challenges such as drama rehearsals, chess matches and class projects.
The new video comes on the back of research commissioned by Always, which found that over half of girls lose confidence at puberty and seven in ten girls avoid trying new things during puberty because they are afraid to fail.
Eight in ten of the girls surveyed said the pressure to please others and be perfect led them to fear mistakes, while 75% pointed to social media as a key contributor to that feeling.
For the new phase of the campaign, Always enlisted actress and advocate Yara Shahidi as a brand ambassador to help encourage girls. It also turned to the director Lucy Luscombe to make the ad, which will run on TV and online.
The ad was written by Garrett Vernon and Anthony Brooks, and art directed by Jillian Lamb and Jin Yoo. Publicis Media handled media planning and buying.
The "#LikeAGirl" campaign kicked off in 2014 to increase girls’ confidence and overturn negative connotations of the phrase. It swept awards including a D&AD black Pencil and one of the first Cannes Glass Lions in 2015.