GoldieBlox, the toy company on a mission to get girls building is kicking off the holiday season with a new powerful commercial.
As AdWeek points out, the ad mirrors Apple's "1984" spot, but instead of featuring a group of men listening to "Big Brother," the GoldieBlox video gives us girls draped in fur, and glitter with little heels, while "Big Sister" tells them, "You are beauty, and beauty is perfection" -- and they each pick up an equally cookie cutter fashion doll.
In true GoldieBlox fashion, the girls break free from their assembly line and start to smash the dolls surrounding them, revealing the new GoldieBlox action figure. "Girls’ feet are made for high-tops, not high heels...," GoldieBlox explains on its website. "It's time for change."
Earlier similar ads by the company have gone viral. In July 2013, girls revamped the famous Queen song, singing "More than a princess, we are the champions," while they raided the aisles of a toy store. Four months later, an ad (that the company was later in hot water for) featured girls singing a charged version of the Beastie Boys song "Girls." Goldie even landed a 30-second spot during this year's Super Bowl.
Will the latest video achieve the same level of fame? The message is certainly worth getting out in the world, widely: "Let's work together to get girls building the futures they deserve," the company says in its press release. "Our girls are so much more than pretty faces."