'My Boobs Are in the Way!' These Smart-Mouthed Girls Shine Light on an Important Cause

Snarky Ads From McCann N.Y. Promote Girls Who Code

Published On
May 17, 2016

Editor's Pick

Girls Who Code, the non-profit organization dedicated to bringing gender equality to technology professions, takes negative female stereotypes to an absurd extreme in a series of videos created out of McCann New York. The films star young girls sitting before computers giving snarky reasons as to why there's no way they're going to make it in computer science: "My cleavage is so distracting," "my long eyelashes make it hard to see the screen," "when I'm not menstruating, I'm ovulating, so there's no time to code," "I don't even have boobs yet, and they still get in the way."

Individual films home in on the specific "conditions" that "detract" from girls learning to code: menses, boobs and beauty.

"When the girls themselves verbalize the biases it becomes abundantly clear just how ridiculous it is," said McCann N.Y. ECD Priti Kapur in a statement. "The notion that being a woman is somehow a disadvantage for coding is so deeply ingrained in society that you almost need to hear it out loud to realize how crazy it is."

Girls Who Code is hoping a humorous approach to call attention to the cause. "There are already a ton of inspirational videos about why girls should code," said Girls Who Code Founder/CEO Reshma Saujani. "We wanted to try something different and use humor and satire to question the stereotypes that tell our girls that coding is not for them. Our hope is these videos will spark a much-needed conversation about the messages we send our young women and what we can do to create a more inclusive, well-rounded image of a programmer."


May 17, 2016
Brand :
Girls Who Code
Client :
Girls Who Code
Agency :
McCann-New York
Chairman and Chief Executive Officer :
Joyce King Thomas
Agency :
McCann XBC
Executive Creative Director :
Priti Kapur
Group Creative Director :
Susan Young
Designer :
Kelly Kim
Director, Integrated Production :
Aaron Kovan
Producer :
Rebecca Magner
Director, Broadcast Production :
Danielle Korn
Director, Talent Partnerships :
Kimberly Kress
Account Director :
Rosemary Calderone
Account Executive :
Rachel Heiss
Global Strategy Director :
Michelle Kiely
Communications Strategist :
Courtney Bernstein
Director, Project Management :
Stella Warkman
Production Company :
Tool of North America
Director :
J.J. Adler
Manager Partner of Live Action :
Oliver Fuselier
Executive Producer :
Lori Stonebraker
Producer :
Greg Jones
Post Production :
Spot Welders
Editor :
Kevin Zimmerman
Executive Producer :
Joanne Ferraro
Senior Producer :
Amanda Slamin
Executive Producer :
Angela Lupo
Colorist :
Jamie O'Bradovitch
Producer :
Katie Andrews
Visual Effects Artist :
Tom McCullough
Production Company :
Company 3
Production Company :
Producer :
Alex Tracy
Graphics and Animation :
Director :
Karen Hennegan
Edit and Graphics :
Karen Hennegan
Animation Creative Director :
Steve Tozzi
Cut Down Editor :
Paula Halton
Music :
JSM Music
Executive Producer :
Joel Simon
Composer :
Joel Simon
Composer :
Neil Jason
Producer :
Norm Felker
Mix :
Heard City
Mixer :
Eric Warzecha
Mixer :
Evan Mangiamele
Audio Producer :
Sasha Awn
Audio Producer :
Talia Rodgers

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