This Ad Features GoldieBlox Female Dolls as Iconic Male Protagonists

 - Nov 12, 2015
References: time & adweek
This ad from GoldieBlox uses female action hero dolls to address gender equality issues within Hollywood. The ad shows iconic male roles being portrayed by female dolls.

The commercial begins with upbeat music playing as a compilation video unveils female action hero dolls depicting iconic male roles. For example, the dolls portray James Bond, Indiana Jones and Hercules. The ad is broken up with clips of phrases, which reveal facts about male and female inequality rights within Hollywood -- and other industries. One phrase states that "only 12% of lead film characters are women."

The ad ultimately promotes the release of the toy brand's new action figure called 'Ruby Rails.' This female hero is used to portray each of the iconic male characters, which was created to increase awareness of the importance of gender equality.