2018 was a year of monumental change and progress for gender equality in America. From the #MeToo movement that shook Hollywood to the record-breaking 121 women nominated to the United States Congress, women found their voice and used it. Unfortunately, the world of advertising is still quiet. Today, only 61% of ads positively portray women. The average age, race, and body type of women depicted in the media today represent just a small fraction of the female population. That means most women have likely never seen themselves reflected in the media. As one of the largest advertisers in the country, it was time Budweiser stepped up to help close the gap. We announced a new partnership with #SeeHer, a movement devoted to the accurate portrayal of women in advertising, on International Women’s Day by reimagining our sexist print ads of the 1950’s and 60’s within the context of today’s woman.

Our goal was to make each new ad pay homage to the look and feel of the vintage prints while reflecting today’s world. Each new ad portrayed women in more balanced and empowered roles. One transformed a demure housewife and distant husband into a strong woman empowered by her female friends. Another took an image of a woman serving her husband a beer and changed it to them equally building a life in their new home, enjoying Budweiser together. A third ad that once depicted a housewife waiting for her husband to come home from work now showcased an independent woman enjoying a beer after a long day at work herself. We revised all the copy to hero the women in each ad, rather than demean them as subservient objects. When the final ads came together, they were now fit for today’s world.