This 'Like A Girl' Ad Is Breaking New Ground During The Super Bowl

A viral cry for empowerment is about to ring out during the Super Bowl.

Feminine hygiene brand Always' "Like A Girl" campaign began as a social experiment to destroy the negative connotation of the phrase "like a girl." It launched in June, drawing millions to a video that showed adult women and males reacting meekly when asked to run, throw or fight "like a girl." But young girls, not conditioned to the dismissive "like a girl" label, demonstrated with athletic vigor.

A study done for the campaign indicated that girls' confidence drops around puberty, which may account for how different age groups responded to "like a girl."

Now a pared-down version of the footage is set to air during the big game on Sunday. Always believes it is the first time a feminine care brand has advertised during the Super Bowl, a rep told The Huffington Post.

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"When people watch the video, we know it changes their perception of the phrase ‘like a girl’ – and it makes a difference for girls’ confidence,” Fama Francisco, vice president of Global Always said in a statement. “We feel so strongly about this, that we’re now taking this message to a bigger stage, the Super Bowl, so even more people can join us to champion girls’ confidence and change the meaning of ‘like a girl’ from an insult into something positive and amazing.”

Gina Rodriguez

The Golden-Globe winner <a href="http://www.huffingtonpost.com/2015/04/21/gina-rodriguez-body-image_n_7104118.html" target="_blank">told HuffPost Live</a> how her father shaped her perspective on beauty: <blockquote>Beauty was very much on my mind. I had a father that would -- we would look up at billboards and he would say, "That's one version of beauty. You're another version of beauty. And she's a version of beauty. And that girl? She's another version of beauty." He always said that beauty came from within, and as much as you're younger and you're [sarcastically] like, "Yeah, beauty comes from within" -- no, beauty does come from within. I've met some of the most beautiful people, and sadly their heart is just not smiling, and that destroys it all. And then other people that aesthetically aren't considered as beautiful are the most gorgeous people I've ever seen in my life.</blockquote>

Lady Gaga

After the media focused on her <a href="http://www.usmagazine.com/celebrity-body/news/lady-gaga-shows-off-25-pound-weight-gain-in-tight-outfit-2012229">alleged weight gain</a> in September 2012, Gaga hit back at critics by baring her body in photographs, sharing her struggles with an eating disorder, and inviting her fans to join her in a <a href="http://www.forbes.com/sites/melaniehaiken/2012/09/26/lady-gaga-puts-bulimia-and-body-image-on-the-table-in-a-big-way/">"body revolution."</a>

Adele

Adele says she <a href="http://www.cbsnews.com/8301-504803_162-57376080-10391709/adele-talks-about-her-body-image-and-weight/">tries not to worry</a> about her body image and doesn't want to be a "skinny minnie."   "The first thing to do is be happy with yourself and appreciate your body -- only then should you try to change things about yourself."

Rebel Wilson

The actress <a href="https://twitter.com/RebelWilson/status/253324823005118465">took to Twitter</a> to say, "I'm not trying to be hot. I'm just trying to be a good actress and entertain people."
The actress took to Twitter to say, "I'm not trying to be hot. I'm just trying to be a good actress and entertain people."

Margaret Cho

In a powerful 2012 <a href="http://jezebel.com/5875219/cho-mad-twitter" target="_blank">piece for Jezebel</a>, the comedian responded to people who criticized her appearance: <blockquote>I grew up hard and am still hard and I don't care. I did not choose this face or this body and I have learned to live with it and love it and celebrate it and adorn it with tremendous drawings from the greatest artists in the world and I feel good and powerful like a nation that has never been free and now after many hard won victories is finally fucking free. I am beautiful and I am finally fucking free.</blockquote>

Ashley Judd

After the March 2012 frenzy around Judd's "puffy face," the actress fought back in <a href="http://www.thedailybeast.com/articles/2012/04/09/ashley-judd-slaps-media-in-the-face-for-speculation-over-her-puffy-appearance.html">The Daily Beast</a>, calling the media out for making women's bodies "a source of speculation, ridicule, and invalidation, as if they belong to others."

Danielle Brooks

The "Orange Is The New Black" actress wrote a <a href="http://www.glamour.com/inspired/blogs/the-conversation/2015/05/danielle-brooks-body" target="_blank">powerful essay for Glamour</a> about her struggles with self-esteem and journey to body love. She's now dedicated to making sure all body types are seen on-screen: "Ideally, I want to see all beauties, all shapes, all sizes, all skin tones, all backgrounds represented in my profession. Now that I am blessed to be that reflection I was once looking for, I’m making a promise to speak out for that little girl that I used to be."

Allison Tate

Tate's <a href="http://www.huffingtonpost.com/allison-tate/mom-pictures-with-kids_b_1926073.html">essay</a> about body image and motherhood not only broke the Internet; it has sparked a movement of "moms who stay in the picture."
Tate's essay about body image and motherhood not only broke the Internet; it has sparked a movement of "moms who stay in the picture."

Autumn Whitefield Madrano

On her informed, thoughtful blog <a href="http://www.the-beheld.com/">"The Beheld,"</a> Autumn writes about beauty, body image, appearance and her two -- that's right, <em>two </em>-- mirror fasts.
On her informed, thoughtful blog "The Beheld," Autumn writes about beauty, body image, appearance and her two -- that's right, two -- mirror fasts.

Kjerstin Gruys

Gruys went on a year-long<a href="http://www.ayearwithoutmirrors.com/"> mirror fast</a> during which she did not study her reflection in mirrors or other reflective surfaces, or look at photographs of herself.
Gruys went on a year-long mirror fast during which she did not study her reflection in mirrors or other reflective surfaces, or look at photographs of herself.

Christina Aguilera

"I am always in support of someone who is willing and comfortable in their own skin enough to embrace it," the singer said in a<a href="http://www.ianslive.in/index.php?param=news/Aguilera_wants_to_empower_women-389922/ENTERTAINMENT/15"> recent interview</a>.

Lena Dunham

At the 2012 New Yorker Festival, the magazine's TV critic, Emily Nussbaum, asked Lena Dunham, producer, creator and star of the hit HBO show "Girls," why <a href="http://www.huffingtonpost.com/2012/10/08/lena-dunham-new-yorker-festival-emily-nussbaum_n_1948596.html?utm_hp_ref=women&ir=Women">Dunham is naked in so many scenes</a>. Dunham responded, "I realized that what was missing in movies for me was the presence of bodies I understood." She said she plans to live until she is 105 and show her thighs every day.

Alexa Chung

Chung <a href="http://fashionista.com/2012/10/alexa-chung-on-her-upcoming-line-and-struggling-with-body-image/2/">responded to critics</a> who suggested that her slight frame made her a bad role model for young women, saying:    "Just because I exist in this shape doesn't mean that I'm, like, advocating it."

Stella Boonshoft

The NYU student started the amazing <a href="http://thebodyloveblog.tumblr.com/">Body Love Blog</a>, where she posted this picture of herself and wrote an <a href="http://www.huffingtonpost.com/stella-boonshoft/self-portrait-ask-me-why-_b_1987406.html" target="_hplink">open letter to those who feel entitled to shame others</a> for the size or look of their bodies.

Beth Ditto

This 5-foot-tall, 200-pound singer spoke openly about her weight to <a href="http://www.huffingtonpost.com/2012/11/01/beth-ditto-talks-skinny-privilege-fiancee-body-image_n_2057290.html?utm_hp_ref=women&ir=Women">The Advocate</a>, saying, "I feel sorry ... for people who've had skinny privilege and then have it taken away from them. I have had a lifetime to adjust to seeing how people treat women who aren't their idea of beautiful and therefore aren't their idea of useful, and I had to find ways to become useful to myself."

Mindy Kaling

In 2013 <a href="http://www.huffingtonpost.com/2013/09/26/mindy-kaling-body-image-parade_n_3991509.html" target="_blank">interview with Parade</a>, Kaling said that she was tired of being discussing her appearance: "I always get asked, 'Where do you get your confidence?' I think people are well meaning, but it's pretty insulting. Because what it means to me is, 'You, Mindy Kaling, have all the trappings of a very marginalized person. You're not skinny, you're not white, you're a woman. Why on earth would you feel like you're worth anything?'"

This article originally appeared on HuffPost.