Women 'run it all' in Athleta's hopeful ad arriving in time for Election Day

Spot from Yard NYC is a 'rallying cry of unity'

Published On
Nov 03, 2020

Editor's Pick

No matter how the election turns out, Athleta is offering hope for the future with a female-focused spot “Women Run It All.” The 60-second ad, which was created with Yard NYC, shows an upbeat montage of a diverse set of women in various ages and ethnicities engaged in a wide variety of pursuits, including sports, politics and even working from home with young children. Overlying text changes for each scene, from “Women run hand in hand” to “Women run the vote” to “Women run the future.”

The spot feature's Demi Lovato's "Confident" as its backing track. It is meant to be a rallying cry of unity, according to Tom Herbst, interim chief marketing officer at the Gap Inc.-owned Athleta. “Today it is more important than ever to acknowledge the huge responsibilities that women are taking on in the world ad celebrate the positive force they have in our community,” he says.

Earlier this year, Athleta announced a $2 million donation to establish the Power of She Fund, a grant program with the Women’s Sports Foundation to support women and girls. Long a bright spot in the Gap portfolio, Athleta consistently focuses on female empowerment in its marketing, a mission that appears to resonate with shoppers. For the most recent quarter ended Aug. 1, Athleta reported a 6% increase in net sales, driven by a 74% surge in online sales.

Credits

Date
Nov 03, 2020
Client :
Athleta
Agency :
Yard
Chief Strategy Officer, CEO & Co-Founder :
Ruth Bernstein
Chief Creative Officer & Co-Founder :
Stephen Niedzwiecki
Managing Director :
Jarrod Bull
Group Strategy Director :
Caroline Seklir
Group Creative Director :
Ulrika Karlberg
Art Director :
Claire Longfield
Copywriter :
Leah Keiter
Designer :
Nicole Du Toit
Executive Producer :
Emily Green
Production Coordinator :
Jannah Miller
Account Supervisor :
Stacia Andrews
Post Production/Editorial and Finishing :
Rock Paper Scissors
Editor :
Akiko Iwakawa-Grieve
Color :
Company3
Colorist :
Sofie Borup
Post Sound :
Heard City
Sound Engineer :
Keith Reynaud
Licensed Footage Sourcing :
Stalkr.TV
Music :
Leland

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