Cannes Lions
ANOMALY, New York / DICK'S SPORTING GOODS / 2022
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Women in sport are expected to uphold outdated, sexist ideals. Play nice, look pretty. These antiquated standards are perfectly embodied in one song - Miss America, used for decades in beauty pageants. We used the sappy, misogynistic lyrics of this song juxtaposed against powerful imagery of real athletes in their element, on the court, on the field. This contrast celebrated the athletes in our spot for their athletic abilities, not how they looked doing it.
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