Do you really know? What has the impact of femvertising been on marketing?
Mar 5, 2026
A brisk look at how femvertising rose from a 2014 coinage into mainstream marketing. Highlights include standout campaigns like "Like a Girl" and Nike’s Serena spot. The discussion covers mixed reactions from women and critiques about tokenism and commodification. It ends by considering what women actually want from brands and how that shapes marketing’s future.
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Femvertising Changed Advertising Narratives
- Femvertising reshaped marketing by centring campaigns on female empowerment and challenging gender norms.
- Joseph Chance cites the term's 2014 coinage and growing adoption, showing a shift in ad narratives like Always and Nike.
Always And Nike As Flagship Femvertising Examples
- Always Like a Girl and Nike Dream Crazier serve as clear examples of femvertising in action.
- Joseph Chance recounts Always' 2014 Super Bowl spot and Nike's 2019 Serena Williams–narrated ad as emblematic campaigns.
Audience Reaction Is Mixed And Skeptical
- Women’s responses to femvertising are mixed, appreciating representation but questioning authenticity.
- The podcast references critiques that such ads can exploit feminist ideals and fail to produce real organisational or social change.