Art Direction / Copy Writing
About
Boxing for youngsters extends beyond physical abilities. It promotes strength, discipline, and self-confidence.
As a result, Everlast encourages children to participate in boxing in order to develop self-confidence and discipline.
"Pretty in pink" ≠ "Serious fighter"
Studies indicate that girls are often discouraged from participating in combat sports, and if they do, using feminine item for example pink coloured gloves makes them seem less serious about the sport.
"You have to look
perfect for society"
Girls are often expected to be petite and delicate, which is why many parents discourage their daughters from pursuing combat sports out of the fear that they may get injured and it could affect their appearance.
"That time of the month?"
The unfortunate reality is that one major reason why girls are excluded is the misconception that they cannot perform at their best every single day because there is always going to be "That time of the month."
"Beauty is Power"
The benefits of selecting a sport such as Kickboxing are countless. It not only teaches self-defense but also significantly contributes to shaping a girl's growth by boosting her confidence and strength.
But the truth is that
Beauty is Beauty in whatever she does, does not do or whatever she chooses to do.
A proposal for a commercial that can be featured as an ad on Hulu, Netflix, Youtube and Facebook
For maximum visibilty
Placing these ads in public areas such as malls, gyms, bus stops, and train stations can help parents understand what their child is missing out on due to their unfounded beliefs.