By Yadira Gonzalez, Ad Age
As Women’s History Month begins, hiking footwear brand Merrell is encouraging women to get outdoors in a new campaign created by a female-led team. The push, which debuted today, pokes fun at self-care routines that can make women feel inadequate or lacking.
A 60-second spot, titled “More Less,” follows a series of women as they put down their gold dumbbells and vibrating face masks, and other trends that “keep telling us, you need more this to be more than that,” a voiceover says.
“We’re more than enough,” the voiceover says at the conclusion of the ad.
The ad was conceived by a female-led crew from Merrell’s marketing agency, Lafayette American and Mutt Film, with Samantha Stone Shannon directing.
“The self-care industry has made billions of dollars by telling women they don’t measure up, and that the only way to fix that deficit is by buying certain products,” Janice Tennant, Merrell’s chief marketing officer, said in a press release. “The goal of this campaign is not just to reclaim outdoor spaces for women, but to help them reclaim themselves.”
Tennant has made it her mission to make the outdoors more inclusive, educating consumers on the benefits of outdoor practices and working with agencies to create stories for broader audiences.
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