The Brogan Agency’s Kymara Gibson stars in this national commercial spot for Gatorade.
This spot for Title IX brings to light the issue that from ages 6-9, girls and boys demonstrate an equal level of interest in sports. But by age 14, girls drop out of sports at twice the rate of boys. Yet we know that girls who stay in sports are proven to have higher self-esteem, better body image, get better grades and avoid things like drugs, smoking and teen pregnancy. Social stigma, lack of access, safety, poor role models and the rising costs of participation are among the reasons girls leave sports.
To help keep them in sports…Visit keepherinthegame.org.
We see a team of young 13-14 year old girls playing soccer. The game stops when they hear something unexpected from a loudspeaker; typical beauty headlines that build into a cacophonous distraction.
Many of the girls are intrigued by the alluring headlines and promises. One girl turns and walks off the field, away from the game and toward the messages. Others soon follow. The few girls that remain stand dumbfounded wondering why their friends have given up and left.
We see how the girls instantly transform from athletes to trashy, awkward fashionistas. Soccer jerseys become ill-fitting crop tops. Simple ponytails are now done up hairstyles. What used to be fresh faces become smothered in makeup. Feet slide into oversized high heels and attempt a wobbly strut.