Always Urges Girls to ‘Keep Playing’ and Not Quit Sports in Olympic ‘Like a Girl’ Spot


When it comes to sports, girls are often discouraged from continuing to play because of their gender. That’s a message that’s not worth listening to, says this new Olympic-themed spot from Procter & Gamble’s Always. 

Part of the ongoing “Like a Girl” campaign from Leo Burnett, the P&G brand’s new 60-second film was created with documentary filmmaker Nanette Burstein, whose pro-girl résumé includes STEM ads from Microsoft and this Knorr mini-documentary. While it still uses social experiment elements from Lauren Greenfield’s original “Like a Girl” ads, the brand’s latest work moves the girls outside and shows them in their own environments. 

According to Always’ research, half of girls quit sports by the end of puberty; that’s something Always wants to change. Why? If girls keep playing sports past puberty, it can help their confidence. 

“The Olympic Games are a time when, all around the world, female sports participation is elevated in the public eye. And for that reason, we could not think of a better moment to drive awareness of the critical role sports play in building girls’ confidence,” said Michele Baeten, Always associate director. 

To launch the spot, Always partnered with soccer star Alex Morgan, who tweeted it out. Morgan also shared her own story of discouragement: “At age 13, one of my coaches told me that I wasn’t good enough. As a young girl just wanting to play and do my best, that was difficult to hear. It would have been easy for me to quit, but I wouldn’t be the confident person I am today if I had.” 

Even if the work might be a bit obvious, the campaign’s evolution makes sense. And it’s nice to see Always find ways to make its social experiments more visually compelling. Plus, it seems to be working; the film has already racked up more than 1.5 million views on YouTube in less than a day. 


Client: P&G Always
Agency: Leo Burnett Worldwide

Mark Tutssel – Global Chief Creative Officer, Leo Burnett Worldwide and Creative Chairman, Publicis Communications

Judy John – Chief Creative Officer, Leo Burnett Toronto
Nancy Hannon – EVP Executive Creative Director, Leo Burnett Chicago
Isabela Ferreira – VP Creative Director

Natalie Taylor – VP Creative Director

Amanda Mearsheimer – Associate Creative Director
Gloria Dusenberry – Associate Creative Director
Anthony Brooks – Senior Copywriter

Jillian Lamb – Senior Art Director

Garrett Vernon – Copywriter

Pete Kellen – Copywriter

Luis Marques – Senior Art Director
Darlene White – Creative Resource Manager

Vincent Geraghty – EVP Executive Director of Production
Mary Cheney – SVP Group Executive Producer
Tony Wallace – VP Executive Producer
Adine Becker – Senior Producer
Chris Clark – Director of Music
Alex Stern – Assistant Music Producer
Linda Yuen – Senior Talent Manager
Julie Lewandowski – Production Manager
Nanette Burnstein – Hungryman/Director
Kevin Byrne – Hungryman/EP Head of Production
Julianne Maloney – Hungryman/Producer
Tami Rieker – Director of Photography
Nikki Vapenski – Whitehouse Post/Editor
Luke Morrison – Mill/Colorist
John Binder/ David Gerbosi/ Peter Erazmus – Another Country/Audio Mix

Kristin Hayward – VP Participation Strategy Director

Annette Sally – EVP Account Director
Katie Nikolaus – Account Director
Sarah Kaminsky – Account Director
Ashley Sawatzke – Account Supervisor
Suz Sward – Assistant Account Executive
Raleigh Ward – Assistant Account Executive

Michael Sirota – SVP Associate General Counsel
Tracy Scimeca – Commercial Clearance Manager