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So I wanted to compare four advertising campaigns
that took a classical purposeful approach,
where you look at the organization as the agent of change,
and four campaigns that took a transformative approach.
All of those campaigns that I looked at,
I have seen substantial marketing investments
and most of them have been airing during the Super Bowl,
which is known for being the most expensive advertising break in the world.
One of the commercials I tested just to give you an example,
was a commercial by Budweiser.
In that commercial, Budweiser claimed that "this bud's
for a better tomorrow" and talked about how all their beers
are either today brewed by wind power
or how the carbon by the brewing process had been offset.
So typical purposeful approach,
"this bud's for a better tomorrow".
I wanted to compare that as a set with transformational campaigns,
and one of them was a campaign by Always.
The campaign Always was really targeting young girls at
this challenging time when they're growing up and becoming women,
and the campaign wanted to change the perception of the sentence, "like a girl".
Because, like a girl,
can mean an insult and they wanted to be a statement of pride.
So in the campaign they talked about how these young girls were incredible
and unstoppable and they could do amazing things like a girl.
The campaign really did change how people perceive the sentence, "like a girl".