Leo Burnett's Always ad "Like a Girl" took home the 2015 Emmy for outstanding commercial Saturday night at the National Academy of Television Arts and Sciences' annual Creative Arts Emmy Awards ceremony at the Microsoft Theater in L.A.
The ad, directed by Lauren Greenfield and produced out of Chelsea Pictures, beat Gatorade's Derek Jeter tribute "Made in New York," via TBWA/Chiat/Day L.A.; Adobe's ad marking Photoshop's 25th anniversary ,"Dream On," from Goodby, Silverstein & Partners; as well as a number of ads created for the Super Bowl: Nissan's "With Dad," also from TBWA/Chiat/Day L.A.; Budweiser's "Lost Dog," via Anomaly, and Snickers' "You're Not You" spot "Brady Bunch," from BBDO New York. (See the other contenders here.)
"Like a Girl" takes issue with generations of playground taunts about running, throwing or fighting "like a girl," asking, "When did doing something 'like a girl' become an insult?" It went viral when it debuted in June 2014 and wound up getting a slot during halftime at the 2015 Super Bowl.
The ad's Emmy win follows a strong performance on the advertising awards circuit, where its previous accolades include top honors at the Webby Awards and a PR Grand Prix, a Glass Lion and a Film Gold Lion at the Cannes Lions International Festival of Creativity.
The Creative Arts Emmys show will be broadcast on Saturday, Sept. 19, on FXX, a day before the Primetime Emmys air on Fox.