The impact of films like Procter & Gamble's "LikeaGirl" seems to be reverberating globally, with brands around the world now hitting out on the subject of gender equality in their ads.
The latest effort, from Australia's ANZ Bank and Whybin/TBWA Melbourne, supports a series of initiatives the bank is taking, such as making an extra $500 annual payment to all 12,700 ANZ female employees in Australia. Oscar-winning New Zealand director Jane Campion ("The Piano") directed the film, featuring young girls who read out, in turn, statements about women's inequality around the world. But the highlight of the piece is seven-year-old black belt karate star Mahiro-chan, a tiny, fierce little girl who performs a series of awesome moves. If this ends up being a viral hit, it will be down to her.