# Sterotype-Reversing Ads This Women Empowering Ad Flips Stereotypes Upside Down By Eric Westcott | Published 2014-04-01 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/women-empowering-ad References: [adweek](http://www.adweek.com/adfreak/construction-workers-yell-messages-empowerment-women-snickers-stunt-156541) The stereotype of construction workers is that during their breaks, they will sit back and taunt and jeer women walking past; this [women empowering ad](https://www.trendhunter.com/trends/how-lovely-to-be-a-woman) from ‘[Snickers](https://www.trendhunter.com/trends/snickers-eggs)’ reverses that and has the construction workers shouting compliments to passing women. During the commercial, each woman that is yelled at looks up expecting to hear something nasty said to them, but instead they get compliments and motivation shouted at them. It is a different time that we live in, where equality is no longer wanted by women, but by men as well. When you look up at a construction site and see [rough grizzled men](https://www.trendhunter.com/trends/tough-guys-soft-sweaters) staring down at you it can be intimidating. Each woman cracks a smile and laughs as they are motivated. One woman is yelled at say that the color of her sweater is very nice on her. It will always brighten your day when someone tells you to have a lovely day. ## Trend Insights (Trend Hunter) - Score: 5.0/10 - Popularity: 54% | Activity: 89% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### Key Themes Behind This Trend - **Gender-positive Advertising:** Disruptive innovation opportunity: Explore how brands can challenge stereotypes and empower women through advertising. - **Men's Allyship:** Disruptive innovation opportunity: Examine ways in which brands can support gender equality by showcasing positive male behavior and attitudes. - **Empathy-driven Marketing:** Disruptive innovation opportunity: Harness the power of empathy in advertising to create meaningful connections and drive positive social change. ### Where This Applies - **Advertising:** Disruptive innovation opportunity: Develop inclusive and stereotype-reversing campaigns to resonate with diverse audiences and challenge societal norms. - **Construction:** Disruptive innovation opportunity: Promote positive and respectful behavior in male-dominated industries to foster a more inclusive and equal workplace. - **Fashion:** Disruptive innovation opportunity: Encourage body positivity and challenge traditional beauty standards through inclusive and supportive marketing strategies. ## Related on Trend Hunter - [Reimagined Building-Block Campaigns](https://www.trendhunter.com/trends/she-built-that.md) - [Anti-Sexist Beer Campaigns](https://www.trendhunter.com/trends/bad-t-to-good-t.md) - [Changemaker Automotive Campaigns](https://www.trendhunter.com/trends/ford-explorer-mens-only-edition.md) - [Women's Day-Celebrating Chocolates](https://www.trendhunter.com/trends/mms-pack.md) - [Body-Positive Brand Campaigns](https://www.trendhunter.com/trends/doves-super-bowl-ad.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Hilarious Female-Supporting Beer Ads](https://www.trendhunter.com/trends/beaver-water.md) - [Wrestler-Themed Chocolate Commercials](https://www.trendhunter.com/trends/tonys-chocolonely-advertisement.md) - [Dramatized Caramel Candy Ads](https://www.trendhunter.com/trends/reeses-big-game-ad.md)