This Toy Commercial Focuses on Eliminating Childhood Gender Stereotypes

By: Ady Floyd - Jan 18, 2016
References: & adweek
Food Retailer 'Système U' created this gender neutral toy ad that aims to eliminate the gender-based stereotypes associated with children and playthings. In order to create this ad, the brand launched the '#GenderFreeChristmas' campaign.

The creative team designed a stage filled with all kinds of toys from dolls to drum sets, and then let young children play with whatever they wanted. The results are shown in this commercial, which features boys playing with dolls and girls playing with cars -- among many other gender-bending activities. A photographer joins the children on the stage and snaps images that are presented in Système U's Christmas magazine concept titled "There are no toys for girls or boys. Just toys."

Système U wanted to create this gender neutral toy ad to emphasize the fact that gender shouldn't have a part in what children play with, because it ultimately doesn't matter.