GoldieBlox Imagines What Happens When Girls Get To Be The Movie Heroes

Move over, James Bond. There's a new hero in town, and she's awesome.

In an ad for GoldieBlox's new action figure named Ruby Rails, girls have the starring roles. Ruby has her moment to shine by replacing iconic movie heroes (who are incidentally all men) including Rocky Balboa and James Bond.

The ad takes on sexism in Hollywood by highlighting the lack of women in leading roles. According to a study from the Center for the Study of Women in Television and Film at San Diego State University, females made up a mere 12 percent of protagonists in 2014's top 100 grossing movies. Unsurprisingly, there is also a lack of women behind the camera.

With the help of its toy action figures, GoldieBlox is on a mission to change those numbers and speak out against this disparity because, as the video points out, "all girls deserve to see themselves as heroes."

Keep on rockin', Ruby.

H/T Adweek

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